PROJECT: A local insurance company needed a new brand identity. The company was composed of two twin brothers operating out of a strip mall in a suburb of Fort Worth, but they had higher aspirations and wanted to expand, attract corporate business, and be viewed on an international level.
LOGO DESIGN – BEFORE
This is the logo they had when they came to us.
LOGO DESIGN – AFTER
This is the new logo and brand identity that we created. A globe of the earth was integrated to send an immediate visual message that this is a strong international company. The logo is black and white and gray, to move it to the background of the logos’s visual hierarchy so it doesn’t overpower the name of the company. The orange lines are “speed lines” and represent lines of communication. They are wrapped around the globe and integrated into the letterforms to imply that this company is constantly conducting international business. The letters in to the logo overlap the globe to keep the globe contained with the rectangular structure of the logo.
A corporate identity system was designed with the company’s new brand image. This included the company’s letterhead, envelopes, and business cards. The logo was centered at the top, and the speed lines were repeated at the bottom as a watermark. The company’s website is included at the bottom in a simple black bar.
The same design elements from the letterhead and the envelope are repeated on the business card design to create a visual brand consistency. Instead of a black bar on the business card, the entire back side of the business card is black to create a sharp contrast and a variation based on the main visual design elements of the brand. The orange speed lines are used as watermarks on the black side of the business card instead of the white side.
The website design includes a towering black and white skyscraper as the backdrop of the homepage to immediately communicate to every site visitor that this is a strong, corporate company that conducts corporate business. A stock ticker was also added to further add a visual element to emphasize the company’s value. Including these visual design elements with a logo that immediately communicates that this is a global company, completely transformed a site visitors first impression of the company and gave them the advantage they needed to reposition their business to attract the type of corporate clients they wanted.