Insurance start-up Brolly has remade its logo following a dispute with US insurer Travelers
over a resemblance in design.
The start-up broker, which offers insurance through a smartphone app, has revealed the result of its campaign to crowdsource a new logo. It looks almost exactly the same as the original design – dubbed “the jellyfish” – but flipped upside down.
“We were completely knocked sideways by the response to our crowdsourcing campaign, which inspired so many amazing designs and messages of support,” said Brolly CEO and co-founder Phoebe Hugh.
“But when we received the suggestion to turn the logo upside down, multiple times, we just loved the idea,” she added. “It means we get to keep our beloved logo while staying true to our mission – to turn insurance on its head.”
The broker was forced to make a new brand stamp in February in response to a legal challenge from Travelers over the use of an umbrella in the logo.
Brolly then sought ideas from the public, but to avoid more legal disputes, it coined the hashtag #noumbrellas on social media.
The team received over 300 entries through Twitter, Instagram, email and its online community. The 10 best ideas were then shortlisted.
Before deciding on the winner, Brolly gathered feedback during a focus group with its user community.
“We wanted a design that would emanate positivity, show our bold, fresh approach and that would shock rather than conform,” Hugh said. “In a way, the umbrella has traditionally been used in insurance as a symbol of protection, though with the technology we’re building, now we feel it’s time to put the umbrella down.
“The whole point of Brolly is that we handle your insurance so that you don’t have to worry about it anymore, and that is what our new logo signifies.”
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