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.
over 3 years ago
I could even make out an abstract lowercase 'b' and capital 'D' out of the arrows. It looks like a reputable, trustworthy company.
Well done Graham :)
I like this one better, it feels very up-front. The type and colors are very friendly. The "direct" green could be a tiny bit deeper.
like the texture on the arrows. Good job. Just something small, but I could see you pulling one of the greens from the arrows as the green for the 'direct'. Might just tie it all together some more.
Absolutely top notch! I agree with Zachary though, maybe using the same green as one of the arrows for the "direct" would help make it feel a little more cohesive. Apart from that absolutely top quality stuff!
Ryan, Colleen, Zachary, Hugh : Ohhhh. You know what, although in my self I like the logo, as did the client, I was still pretty 'anxious' about the arrow aspect. Have drilled it into myself to avoid cliches and such like at all costs.
But seemingly sometimes the 'obvious, packaged up nicely' can work well.
Appreciate all the comments, has made me feel heaps better about using the idea. :)
RE the green, for some reason the image I used for Dribbble is not the image used in my portfolio or given to client. So yes, the green is off on this one. But on the ones that matter, it's aligned with the lighter green in the arrow.
Another #win for Graham "Logo" Smith. ;-)
Great stuff. I particularly like how the white cuts into the top shape. Some very nice figure-ground flip flop going on. It really captures attention.
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