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.
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.
