There are countless logos out there, but only a few are truly exceptional. The best blend concept, uniqueness and instant recognition. A great logo requires thoughtful choices of font, icon and colour. Done well, the logo tells a brand's story in the most concise and compelling way possible.
The typical insurance logo is an all-caps word picture mark with a sans-serif typeface, reflecting the industry's seriousness. A bold style is often used to convey a sense of stability and trust.
Similar to pharma, the globally biggest insurance brands present a diverse picture when it comes to logo composition: More than two thirds of insurance brands (68%) carry word/picture marks, while 32% use pure word marks. As with airlines and pharma, no insurance brand has yet dared to drop its word mark entirely.
Rather traditional lettering: 64% of brands decided on an all-caps logo, while every third uses mixed type logos (32%). Similar to pharma, the biggest insurance brands strongly prefer a sans serif typeface with their logos.
capital
lowercase
mixed
serif
sans serif
other
It’s well known that the color blue represents stability and security, but no industry uses this more than insurance: 60% of the globally biggest insurance brands use some shade of blue in their logos.
0%
20%
40%
60%
80%
100%
AIA
AIG
Allianz
Allstate
Aviva
AXA
Canada Life
China Life Insurance
Chubb
CPIC
GEICO
Generali Group
Manulife
Metlife
Munich Re
LIC
PICC
Ping An
Poste Italiane
Prudential Pic
Prudential US
Swiss Re
Travelers
Zurich
Monochromatic use of colors in logos accounts for approximately 60% of use cases in the insurance industry.
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