The Spruce brand was developed to build off the trust and awareness of H&R Block’s existing brand. Utilizing established H&R Block elements such as colour and typography, the Spruce brand creates a connective tissue to the parent brand while allowing Spruce to connect with new and existing customers.

Spruce was designed with approachability and friendliness in mind. From the friendly word mark to the warm colour palette and illustration style, these tools are utilized to help encourage customers to sign up for a brand new banking experience.