Guardian Insurance

Brand Identity (Rebrand)
Visual Identity System

Siegel+Gale

Objective

Guardian’s brand identity had not been updated or refreshed in a very long time. Its current visual identity does not reflect the brand values and positioning it currently upholds. It is seen as stale, cold, detached, and not relatable.

Approach & Design Principles

Brand concept: “See a Certain Future”
The visual identity system uses a graphic device inspired by the redesigned Guardian wordmark to convey the action of capturing “special, sacred moments” in people’s lives and trajectories.

Guardian Insurance - Logo Animation from Raymond Forbes-Schieche on Vimeo.