Daniels Insurance Agency Inc. - Logo Re-design

Picture
Original Logo

Design Brief

Business Name

Daniels Insurance Agency. Location: Shrewsbury, Ma 
Website: danielsinsurance.com

Describe your Business

Daniels Insurance Agency is an insurance agency that has been in business for 135 years (1885). They offer insurance help to people

What makes your business unique?

Daniels Insurance Agency has been around for 135 years so they have been through a lot over the years. They have serviced both world wars and the flu and the great depression.

Scope of Project 

To create a more successful branding solution that promotes this business in a way that makes it look more appealing to future potential customers and that will highlight its unique artistic qualities

What problem is it solving?

Updating an older outdated logo that can be more appealing to younger generations and bring a more Professional feel to the brand.

Existing brand guidelines in place?

Only a logo design

Who is your target audience?

​Daniels Insurance Agency is trying to target any age group, but they would like to start to attract a younger age group.

Who is your competition?

​Any local family owned insurance agency.

What’s the tone/feeling? 

Bold, Creative, Professional

Mood Boards

Mind Map

Sketches

Digital 

Final Logo

Brand Guidelines

1.0 The Role of the Brand

"Brand guides are a set of visual elements that represent our brand. They include: Name, Logo, Color, Type and Usage. When used consistently these elements create a cohesive identity for Daniels Insurance Agency, Inc.

The role of Daniels Insurance Agency, Inc. is to provide our clients with the most effective way to remember and recognize us. They will be able to recall who we are, what we do and the service we provide. Our brand identity differentiates us from our competition, when used properly it will contribute to the strength our brand."

2.0 Our Brand

Our Brand outlines the values and tone of voice of the brand.

2.1 Values / Brand Image

1. Over 135 years of business 
2. Small local business looking out for the best of their clients
3. Invested in the community

2.2 Tone of Voice

Our tone is: "Welcoming, Caring, and Trustful."
​Welcoming is: An open door 
Caring is: Making clients feel at home
Trustful is: Knowing that we are always there to help

3.0 Logo

Our Mark

An open door welcoming in everyone who wants to enter. Dainels will take care of you and your family the same way they they take care of their own family.

3.1 Primary Logo Lockup

Legal Disclaimer​

"This logotype has been custom designed and must not be recreated. Do not attempt to set type. Do not change the weight of the letter forms."

3.2 Secondary Logo Lockup

3.3 Primary Logo Knockout KO

3.4 Logo Clearance

There should be one Daniels D space between the Daniels logo and any logo placed near it.

3.5 Logo Usage - Do's and Don'ts

3.6 Glyph, Icon, Favicon

4.0 Color Palette
  1. Pantone: 7616 C
  2. CMYK: 0%, 30%, 28%, 52%
  3. RGB: 122, 85, 88
  4. Hexadecimal: #7a5658
  1. Pantone: Black 6 C
  2. CMYK: 0%, 0%, 0%, 100%
  3. RGB: 0, 0, 0
  4. Hexadecimal: #000000

5.0 Typography

​Application/Mockups