![]() ![]() Taking professionalism and customer service very seriously, we pride ourselves on customer care. We're backed by all major UK insurers and so are able to offer highly competitive premiums for each and every one of our insurance products. Operating locally, we work as a trusted and reliable insurance service. Having been established for more than 20 years, we have independently grown into one of the largest general insurance brokers in the South East. Whether you're seeking cover for your car, travel purposes, pets, wedding or commercial, we specialise in all general insurance products and provide an all-round dependable service. We hold an extensive range of individual insurance solutions to meet your specific needs. And will continue to do so for many years to come.At Abacus Insurance, we are an authorised insurance business, regulated by the Financial Conduct Authority. I believe it accurately represents the uniqueness of our business. Graham’s logo design process, and meticulous attention to detail, created for us a logo and branding that has far exceeded our expectations. And it is our continued call to excellence. We have rallied our employees, business partners, and customers around that phrase. The concept of “Insurance Intelligently Delivered” has been our driving force ever since. ![]() We needed a new logo and brand identity design that would convey in a simple way exactly what we stand for. For Graham, it was clear this was not just about designing a logo for us, but also help us define our new brand, something we had not expected as part of the initial project scope. And what direction we should be taking to continue our growth.īefore starting on the logo design process, Graham helped us tremedously by firstly getting us to focus on a core message. We struggled with conflicting opinions about how to best position our business and unique software platform in the insurance marketplace. “We approached Graham at a pivotal time for our company. We have logo versions for: interior and exterior signs, website header, stationery and print design, a short/mini logo and just the logo mark with/without a boxed container, with the contained version being used as website favicon and social media profile image.Įxploration of Hues of Green Previous Abacus Logo Mark VariationsĪbacus Insurance Exhibition Booth Concepts The creation and format of the brand guidelines have taken a more modular form where additional designs and sheets can be added, with ease, into a binded folder. The top-left displays each of the logo variations. The images above show the start of the brand identity guidelines, and specifically focus on the general usage of the Abacus Insurance logo.įor ease of use, and visual continuation, the right side of the logo specification sheets share common information for: typeface choices and colour palette. The following image shows how I took the middle portion of the initial A, and pulled this out to create the new Abacus Insurance logo mark. The same font, Helvetica Neue, was used for the logo mark, as is used in the brand name, so the downward angles are exactly the same. And it is our continued call to excellence.” Old Abacus Logo vs New Abacus Logo “The concept of “Insurance Intelligently Delivered” has been our driving force ever since. The client later explained the importance of the tag-line in the client testimonial for me: We eventually settled for: Intelligently Delivered. New Abacus Tag-Lineīefore actually getting started with the logo redesign, I advised the client that it would be prudent to work on the tag-line first, so I spent a few weeks coming up with some ideas for the tag-line. ![]() The redesign included creation of a new tag-line, general stationery design, and also some ideas/mock-ups for their shop signage as well as exhibition stands (photos later on in this post).Ībacus Insurance was the first American online insurance brokers, and the rebrand is part of their continued efforts to refresh their image. Case Study for the Logo and brand identity redesign project for Abacus Insurance Brokers, designed in 2012, ![]()
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