Your logo is the first thing that a consumers sees when they come across your agency; it’s the ultimate first impression. And in looking at your logo for just a second or two, a consumer creates an instant impression of the attitude, standing and style of your agency. Having a great logo has many benefits in any industry, including insurance. A bad one can turn consumers off permanently.
Your logo can say many things about you and your agency. But does your logo convey the six qualities listed below?
1. I’m a professional.
2. I take my business seriously.
3. I have a clear idea of who I am and what my brand is.
4. I have extensive knowledge of the audience I’m trying to reach.
5. I’m on top of current trends.
6. I’m different from other insurance options.
If you look at your logo and feel that you’re not achieving these six essentials, consider following these simple tricks and tips.
Simplicity
“A simple logo is easy to remember,” explains Laird Rixford, President of Insurance Technologies Corporation (
ITC). “Complex logos are often muddled and require expansion of the image when you’re doing marketing, which can cause issues when you’re creating merchandise like embroidered t-shirts.”
“Companies like McDonalds, Nike and Coca-Cola use very basic, simple colours because those are the ones that stand out. Being simple and standing out from the medium is perfect.”
Consistent Branding
Using an effective logo gives your agency the opportunity to become recognizable. But in order to create some strong brand awareness, that logo needs to be consistent; it needs to be exactly the same everywhere it’s used.
“Take the McDonalds logo or the Apple logo: you don’t even need to see their name, you see the logo and you know what organization it is. The same thing happens in the insurance world,” Rixford says. “These brands have very simple yet distinctive logos that set them apart.”
Creating a style guide so that your logo is never reproduced incorrectly is also extremely important. “We have a set of rules that make sure our logo stands out; a big part of consistent branding is ensuring that you always follow the style guide,” Rixford says.
Get a Second Opinion
Rixford says: “A lot of people get passionate about designing their own logo but their visions may not be liked by consumers.”
Rixford points to organizations who have recently changed their logos – Uber, Instagram – and faced outcry from the public. “These companies were seeing the new logos from their own point of view, but it’s so important to put your ego aside and get a second opinion,” Rixford says. “But, don’t be afraid to change your logo, to let it evolve. Look at Pepsi, they change their logo with the times but it’s always recognizable to their brand.”
