Last week our Creative Lead at Dock9, Haley, took some time out from her day to day work, to help out Fintech start up, Brolly with their new logo design that they are currently crowdsourcing.
- Logo needs to be changed (read why here)
- Logo can’t resemble an umbrella (hence the hashtag, #noumbrellas) or anything similar to another insurance company on the market
Below: Travellers disputed the Brolly logo
Current Brolly app logo / design
New Logo Goals:
Must symbolise Brolly:
- Personable / Fun / informal (hence the name “brolly” and URL: heybrolly.com)
- Smooth and seamless
- Always on your side
And what Brolly do:
- All in one Insurance
- Personal Insurance
- All aspects of insurance - shopping, storage, advisory/support
Just like any logo design process Haley scanned the market to get the feel for how logos in this sector look/feel - and to see if there are certain trends / styles she could pick up on.
Above: Cuvva - competitor to Brolly.
She also wrote down all the connotations of the word brolly, here are some that came to mind: Informal, slang, shield, rain, cover, wind, weather, protection, protect, look after, emergency, support, plastic, material, layer, wrap up, put up, eject, open, safe, safety
This is when we put pen to paper, and scribble, sketch, every idea that comes to mind! At this stage, all designs are considered, it’s about exploring all options.