The Insurance Council of Australia (ICA) has launched a new brand, website and logo to strengthen its identity and value proposition “as the voice of a resilient Australia.”

The ICA’s new brand builds on the consumer-friendly Code of Practice brand launched to stakeholders in early 2020 – with both brands designed by Theo+Theo, a boutique digital and design studio that primarily works with organisations and government agencies in the social impact space.

ICA chief executive officer Andrew Hall said the regulator’s new “strong and identifiable” brand has the “flex required for the breadth of the general insurance sector and its broad stakeholder base.”

He added: “The fresh creative brings ICA’s purpose to life, using strong foundational shapes and the bold colours found in Australia’s landscape to underscore our role as the voice of a resilient Australia.”

ICA’s rebranding coincides with the launch of its new audience-focused website featuring an attractive and user-friendly design, device optimisation, and strong in-site search.