Want to Stand Out in a Crowded Marketplace?

At one time, the word “insurance” in an agency name was loaded with negative connotations. As a result, agencies defaulted to phonebook-like listings of agency owner last names, and the industry was awash with tiresome, typeface-driven logos.

This did nothing to differentiate agency cultures or business specialties and left potential clients guessing at what the agency represented—perhaps assuming it was a law or accounting firm instead.

Fortunately, agencies are again investing in rebranding and logo development. A wise move.

When you approach it properly, logo redesign forces thoughtful consideration of how your agency wants to position itself and its key strengths. A logo’s inherent space limitations force this kind of focus and can prove a surprisingly powerful starting point for internal discussion.

At INSURICA, we tackled our new logo design in conjunction with an overall rebranding effort—a common project pairing since each helps drive the other. After all, a logo is more than a piece of art: In the end, it must mean something and reflect your business. It’s important to recognize that a logo not only serves as a visual calling card, but also gives employees something to support after understanding what each element represents.

We chose our primary color—a hybrid of platinum and titanium—because it felt traditional and professional, but still more modern than standard “insurance blue.” The boxed “U” shows that the client (U), is at the center of everything. And it’s flexible—we can change the color of the U to represent individual agency specialties. It’s proven such an effective icon that when employees earn praise, their INSURICA colleagues offer recognition by “tossing ’em the U” with a special U-shaped hand signal.