The world has become an insecure place to live. At every stage we require assurances that we will live longer. Our valuable assets need as much security. Hence for the last thirty decades insurances of various kinds have mushroomed. It started with health, then cars, accident policies, home security... you name it and there is an exclusive company catering to our needs. On offer are insurances for - travel, for child's education and senior citizens. The insurance logos play an important part as the fascia of the company; the customer has decided to confide in. A distinct and clear identity helps both- the company to relate to the customer and vice-versa.
The insurance sector is large and many big corporate have diversified into various sub-categories. They lure people to buy coverage, invest in policies and pay premium annually. It is a big business and quite profitable. Many players compete with each other to remain in public domain. Naturally each company needs branding and awareness with the investors. The best way is to create a brand identity that makes one familiar with the company and its policies. Hence the importance of insurance logos is critical. Like health care companies, insurance companies are also service providers. They need serious and very communicative branding with an underlying message that attracts the policy holder. Since insurance cover comes with many risks, any company offering a group of policies needs a careful communication with prospective customers. There fore designing the logos for such organisations needs in depth research of the insurance sector. The branding exercise will encompass the values and policies of the companies. It will also have simple, inspirational and effective icon which pleases the public.
Aviva is UK's largest and the world's fifth largest insurance group. It provides life and pension products to whole of Europe and has substantial businesses around the world. The group has an apposite logo that goes perfectly well with its image. It's written in all caps using a serif font which is very trust-inspiring. It also positions the company as people-friendly. The blue colour of the font has a soothing effect. On the left is a quadrilateral patch with a combination of three colours- a large portion of blue, a thin slit of yellow and small patch of green. Yellow colour is known to fight fears and phobias and boosts self-esteem, while green symbolizes balance, harmony and prosperity.
