New:
Assurant logo, and its application to a U.S. subgroup of Fortis companies
Launched:
March 1, 2004
Story in brief:
Fortis has chosen to consolidate a portfolio of U.S. “specialty insurance and related businesses” in a more freestanding and publicly traded unit, out from under the Fortis umbrella (see 1998 review of Fortis). Luckily a passably good name was at hand in “Assurant,” created in 1999 to house some smaller Fortis acquisitions.
Credits:
Assurant CEO - J. Kerry Clayton
Identity design - Carbone Smolan
First Impressions:
Every year we get several new globes or 'worldmarks' but I'm often struck by their fresh appeal, in the hands of a good designer. These basketweave bands, in bright Jamaican colors, retain a graphic flatness that helps distance this particular globe from cliché territory. And curving the 'A' forms, to echo the symbol's white space, was a fine touch. (Too many symbol-marks show no design effort to relate wordmark to symbol.)
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