Observations

Encountering “brand voice” at tax time.

ILtaxform

As I was signing 2008 tax returns, I noticed this (highlighted above) line of text on an Illinois form—”Due on or before the 15th day of the 3rd month following the close of the tax year.” Why list something concrete like an actual date when you can do a much better job of supporting brand perceptions by using byzantine, overly-detailed, attorney-speak! Maybe it’s written by a copywriter at the department of revenue with a great (dark) sense of humor?