About the Brand
Kern Insurance Solutions Consult is an Insurance company that wants to make a difference in the lives of high-net-worth individuals, business owners, and SMEs. They are committed to providing personalized and proactive insurance solutions to individuals and businesses, helping them overcome the challenges of navigating complex risks and policies. However, what their customers really buy is the transformation of uncertainty and frustration into trust and peace of mind. The name, Kern Insurance Solutions Consult, comes from the owner's surname plus what they do. Their slogan is Keep Insurance Simple.
The Target Audience
Kern Insurance Solutions Consult targets High-net-worth individuals, business owners, and SMEs, typically male in their 28-70's, who are generally from the Upper-income class. The brand should create the impression of being trustworthy, transparent and providing peace of mind. They want to evoke a sense of satisfaction, confidence, trust, and comfort in their target audience.
tHE gOAL
Kern Insurance Solutions Consult is currently in the process of rebranding and wants a new logo with a modern look and feel that their ideal target audience can resonate with. Their logo will be showcased on their contracts, website, branding stationery, apparel, and presentations. They have requested that their logo preserve the flame element of their existing logo
Let's break it down
The Concept
Typography
Monochrome Variations
Colour Palette
Colour Variations
Web & Social Icons
The Concept
The abstract flame represents the brand's mission to transform complexity into clarity. The clean and minimal design emphasises trust and simplicity, resonating with the slogan "Keep Insurance Simple."
Typography
After choosing a style for the logo, the next step was to add typography. The typefaces has been hand picked to compliment the character and style of the brand.
Primary Typeface
Libre Baskerville - Bold
About the Font
A serif font that evokes tradition, reliability, and sophistication. The bold weight gives it strength and authority, making it feel trustworthy and established. It is well-suited to convey trust and confidence, especially for a company targeting high-net-worth individuals and businesses.
Secondary Typeface
Poppins - Regular
About the Font
A serif font that evokes tradition, reliability, and sophistication. The bold weight gives it strength and authority, making it feel trustworthy and established. It is well-suited to convey trust and confidence, especially for a company targeting high-net-worth individuals and businesses.
Monochrome Variations
The logo is designed to work well in one colour on lighter and darker backgrounds.
Vertical
The logo functions perfectly well in a vertical or stacked layout. This means that the logo will work well on vertical applications like smartphones, tablets and roll-up banners.
Horizontal
The logo is designed to be functional in a horizontal layout. This allows you to use the logo on horizontal applications like building signage, websites and stationery.
Colour Palette
Represents prestige, luxury, and trust, perfectly aligning with the high-net-worth clientele and the brand's sophisticated identity.
Primary Colour
Regal Gold
Regal Gold signifies wealth, trust, and success essential for an insurance brand targeting high-net-worth individuals and business owners. It evokes a sense of stability and security, reinforcing the brand's promise of protection and prosperity.
Secondary Colour
Golden Dawn
Golden Dawn is a soft, warm gold that adds approachability to the palette. It balances the primary gold with a more inviting and friendly tone, symbolising peace of mind and clarity.
Tertiary Colour
Trusting Navy
Trusting Navy reinforces stability, professionalism, and confidence. Dark blues like this are associated with financial security and reliability, making them ideal for an insurance brand.
Light Colour
Calm Sky
Calm Sky represents clarity, transparency, and simplicity essential in an industry where clients seek easy-to-understand solutions. It provides balance to the darker, heavier colours.
Dark Colour
Guardian Blue
Guardian Blue grounds the entire palette, reinforcing security, reliability, and authority. It provides a powerful contrast and establishes a sense of permanence ideal for insurance.
Text Colour
Steadfast Slate
Steadfast Slate is a deep, muted blue-grey that conveys professionalism, reliability, and intelligence. It provides a sophisticated and understated contrast against lighter backgrounds while maintaining a high level of readability.
Colour Variations
The logo is designed to work well in multiple colours on lighter and darker backgrounds.
Vertical
The logo functions perfectly well in a vertical or stacked layout. This means that the logo will work well on vertical applications like smartphones, tablets and roll-up banners.
Horizontal
The logo is designed to be functional in a horizontal layout. This allows you to use the logo on horizontal applications like building signage, websites and stationery.
Profile Images
The logo is designed to fit inside a profile image that can typically be uploaded to social media platforms like Facebook, LinkedIn and Instagram.
Icons
The logo has icon variations that can be used as app icons, favicons or webclips.
