Let's play word association; I'll will write a word and you think about an image.
Soda.
What logo came to your mind? In my case, Coca-Cola, but maybe Pepsi in your case, or Tab. (I can't really read your mind, yet.) Whichever image came to mind for you, it means that the marketing strategy behind it was very successful.
This is the power of great logos: that someone, somewhere, might think first of a brand — and even associate an emotion with that brand — at the mention of a single word.
In Coca-Cola's case, they have left their logo pretty much unchanged since 1887, when it was first penned (you can see their history here), accompanied by a very intense and prevalent marketing campaign. There's a reason why Coca-Cola is considered the world's fourth most valuable brand by Forbes. (And don't forget that they kind of created our version of Santa Claus, with the red pantsuit.)
Now, which agencies, carriers or companies can you recall just by reading or thinking of the word "insurance?" I can name a few, and sing their jingles.
Last month, we wrote about our favorite logos in the health insurance industry. Then, we asked you to send us your favorite life industry logos. You shared your logos and your stories, which is part of what makes a great brand: storytelling. Keep reading to see some of your logos, as well as a few of our favorites, listed in no particular order.
Next month, we'll announce our favorite logos from marketing agencies that specialize in the insurance industry. See a logo you think ought to make our list? Email it to Lynette Gil ([email protected]).
Your picks:
Bird Insurance Agency, P.C.
"I thought you'd like to see my logo. Just a one man shop these days after 42 years, but in place of the 'free' insurance carrier cards, I decided I needed my own several years ago. I bet you get to see some great designs! I took over my dad's agency when Uncle Sam said I could go home permanently in '72, when my father died suddenly with a heart attack at age 50." —Doug Bird CLU, ChFC, Bird Insurance Agency, P.C.
Our take:
What an awesome name, Doug Bird! It's like the name of a superhero. You could've gone a lot of ways with your logo, even including an image of a real bird — which might be cheesy if not executed perfectly — but I think just having the wingspan makes your logo work. The logo is different, serious, and the color scheme works well, too. It is pleasingly traditional (and kudos for excluding the usual "dark insurance blue" from the color scheme).
Connexion Insurance Solutions
"I started working here at Connexion a few years ago and really enjoyed the naming process as well as logo development we went through. We used to be Ucentris, but as we became a general agency in 2011, we no longer focused on consumers. We changed the name in 2013 to Connexion Insurance Solutions with the focus on connecting insurance producers with carriers and their products, and adjusted the logo for the new name.
From reading your article, I can tell you appreciate design. Our design standards include an arrow and finding a path forward. Hopefully, you appreciate our diamond in the logo where the two arrows intersect ("x"). We also lightened up our red from what it was before. The blue and red were really conservative before, but we are trying to be friendly, tech-savvy and new (as a general agency in the Washington state market.)" — Steve Locke, marketing director of Connexion Insurance Solutions.
Our take:
Simple with a modern twist on the tried-and-true insurance blues and reds are what makes the Connexion Insurance Solutions logo work. They also integrated the red arrow element on their website, which gives an energetic, forward-thinking momentum to the whole brand package.
Disability Insurance Services (DIS)
"We're proud of our logo: diservices.com." — Daniel C. Steenerson, CLU, ChFC, RHU, president, CEO of Disability Insurance Services (DIS)
Our take:
This non-traditional logo capitalizes on many elements of modern design. It's short, to-the-point and memorable with its vibrant red and orange-yellow. Props to their marketing team: Their website is equally impressive, as is their social media branding. The whole presentation is cohesive and sharp.
