Identity Design
London based Equitable are provide FCA regulated insurance for the lettings and renting industry. They believe in certainty, security and fairness for all, and aim to support clients and tenants from all backgrounds.
Project Goal
Without a previous identity, our project aim was to create an established and trustworthy visual design system that would encourage confidence for future relationships. To do this,I created a logo and identity that aimed to be modern, but not too loud, and refined butnot boring. Equitable are a professional organisation with FCA approval, but seen as ‘flashy’ or attention grabbing – they are an unbiased level of comprehensive security for those that need it.
Primary Logo
The word mark logo uses a clean and legible sans serif font, with increased tracking for a calmer and more considered first impression. We didn’t want to feel tight, and busy. The baseline and cap height has been adjusted throughout – offering a more consistent and uniformed display. Finally, the mid-bar of the ‘E’ and top bar of the ‘T’ have been tailored to carry a modern look and feel. This is to keep an agile, forward moving and responsive look to the word mark – avoiding a heavy, static block sans serif.
Supporting Assets
In addition to the identity system, we also created a website design, brand toolkit, iconography pack, business cards, and more.
