First bash at a concept for an existing UK online insurance brokers. Needing a refresh to try and compete more with the big boys like Direct Line, Insure and Go, and MoreTh>n, they approached me to see if we could do something on the visual side.
Still playing with fonts, sizes, dimensions and such like, but gives you a good idea of the general direction.
Insurance is insurance, and it's not something that can really be glamourised too much. It's not something we like paying for, but we have to have it. Arrows seem to be pretty popular amongst insurance companies, so I wanted to really avoid that route. But finding another angle proved to be somewhat challenging.
BrokersDirect is a small company, but they want to appear a little bigger than they appear now. Their advantage is that they are very quick, you deal with one person and job done. No messing around, no comparing quotes. They also 'do' have very competitive rates, so are gunning to really take the fight to the mainstream.
The focus then was on the 'direct' but 'direct personal' approach, trying to bring in some human element, something that inspired that emotional connection to something that is usually pretty clinical and sterile. Companies like Churchills and Admiral are tackling this by humanizing the service.
But BrokersDirect is a pretty generic and sterile name, so not much to play with. After heaps of doodling and playing with initials, I realised the 'b' I was playing with looked looked like a chair. Then realised it could be flipped to make the 'd', thus creating this 'you and us' association. Two people, sitting down arranging insurance. So not only do we have the initials but we also have the exact sort of emotional connection that the client ideally wanted to convey, all without any arrows or stars. :)
I have chosen Gotham Rounded for this version as it implies friendliness whilst being stylish and clean.
over 3 years ago
I like it very much! :)
Love the logo Graham. The only thing "off" that struck me was the brightness of the green - but that may just be my glaring screen ;) The actual formation of the logo and choice of font works really well.
I "got it" straight away.
Looks Good :). I Know exactly who this is for too ;).
At first glance I thought it was a pair of glasses, then before reading i thought it must be the front of one car and the back of another, like they were in an accident(hence insurance, but do they do auto?). But it does look nice. Also, feel free to disregard my comments, just offering another perspective.
Grant : Ha. :) Always appreciate the 'other' perspectives, exactly why I put these early concepts on Dribbble. Learning how other people might view a logo is essential, so cheers.
Certainly need to tweak and adjust, but the car angle is 'interesting' and could be an accidental (pun intended) association.
andrew : The green is variable or sure, Im just hooking up an initial concept to see if it's viable, details like colour, type etc will all be ironed out over next few weeks.
Oddly, I find that any images I post to Dribbble always change colour significantly, generally the saturation rises.
But happy to see you 'got it', even if its a concept. That's great. :)
by Graham Smith
Final design for Brokers Direct. Although we both liked the previous idea, it lacked any impact. The client realised she was looking for something with a little more 'boom' but without loosing a sense of calm.
The client always loved the idea of an arrow, although hardly an original concept, especially on online Insurance companies, she was adamant we could design something that didn't look too cliché or corny. You know, sometimes you just roll with an idea even though the inner voice says 'you can do better'.
This was the thing, we had more original ideas, but they lacked the impact that this design I came up with offered. And that is what she wanted, something which was fresh, vibrant, obvious in meaning, clean and at the same time, reasonably grounded.
The trick was to execute the 'arrow' concept in such a way that it still looked unique as possible, trying to 'out arrow' her direct online competitors. I think the phrase 'safe, workable and appropriate' comes to mind :-)
I added some subtle light and dark 'contrasting' stripes on each of the two green portions.
As this is a personal one-on-one insurance service, it was important to still retain a sense of warmth, so I kept with Gotham Rounded for the front, this has a nice soft feel, but also smart.
Also tasked with coming up with a tag line for this one, so a simple idea based on how they operate seemed logical. Adding to the overall feeling of trust and reliability, 'One on One insurance'. Not fancy or clever, but in this case, practical and very true.
about 3 years ago
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