Opinion BY Armin

Flight Insurance

Based in Colombia and with a presence there dating back to 1944, Suramericana is an insurance company that is part of one of the larger financial groups in Latin America, Grupo de Inversiones Suramericana. They recently underwent a much needed overhaul of their corporate and consumer-facing identity developed by New York-based Marqas, a branding firm focusing on the Latin American market. One of the biggest brand changes is the formal introduction of the shortened Sura as the consumer-facing name while maintaining Suramericana as the corporate moniker.

The old logo felt a little oppressive with its eagle looming over its customers; the typography was actually pretty interesting and memorable if perhaps too Art Deco for today’s identity landscape; the flat swoosh was just boring and the overall composition was not particularly pleasant. In exchange, the new logo feels dynamic with the implied creature of flight that has replaced the eagle, which might slightly reminiscent to Taca, another recent Latin American redesign. Nonetheless, in terms of continuity and evolution, the icon is a clever way of acknowledging what came before it while being more contemporary. The new typography follows suit on the lowercase friendly trend and, in this case, I actually feel it works. The old logo was set in monocase (all uppercase except for the “e”) so this is again a good evolution and there is a very nice rhythm to the weight of the typeface and the letterspacing.

The overall effect of the redesign is not groundbreaking but it is a big leap forward from what came previously.

DATE: Aug.17.2009CATEGORY: Finance 58 COMMENTS

Saylor’s comment is:

I rather like the new bird. Yes, I like it a lot! Typeface is a bit trendy, but great kerning! Love the new look. It really brings it into the 21st century.

On Aug.17.2009 at 07:11 AM

John McCollum’s comment is:

It's beautiful. Looks like a lot of other identities I'm seeing these days, but it's very well done.

On Aug.17.2009 at 07:43 AM

Fish’s comment is:

very nice.

On Aug.17.2009 at 07:50 AM

C.Swift’s comment is:

Clean, fresh & well implemented.

Nice.

On Aug.17.2009 at 08:07 AM

EnergonCube’s comment is:

Wahoooo! Yet another logo like this. Anybody else tired of this look?

On Aug.17.2009 at 08:10 AM

J’s comment is:

Am I the only one seeing the Sprint logo in the "wing"?

http://www.sprint.com/

On Aug.17.2009 at 08:37 AM

DrenchPants’s comment is:

Esta del carago!!! It does reminds me of the Taca logo but still a great design

On Aug.17.2009 at 08:39 AM

DrenchPants’s comment is:

One more thing....the bird does not look like a Condor anymore (Colombia's national bird)

On Aug.17.2009 at 08:43 AM

tom’s comment is:

Great way of sneaking an initial into the bird icon without being too "look at me, I'm an 'S'"

On Aug.17.2009 at 08:45 AM

Fish’s comment is:

I'd be willing to bet its a Guacamaya.

On Aug.17.2009 at 08:46 AM

Armando’s comment is:

Muchísimo mejor que el mamotreto que tenían antes! ¿No es verdad DrenchPant?

On Aug.17.2009 at 08:47 AM

DrenchPants’s comment is:

I do agree with you Armando... They haven't done anything to that brand since I remember....years!!!! And mister Fish a Guacamaya might be a good guess.

On Aug.17.2009 at 08:49 AM

Impossibly Stupid’s comment is:

I'll agree it's well done for what it is, but the first thing I thought of when I saw it was Sprint.

On Aug.17.2009 at 08:51 AM

Soda & Candy’s comment is:

I wish it wasn't so similar to the TACA one, but I really really like it!

On Aug.17.2009 at 08:56 AM

edgaR’s comment is:

Great logo, i like the type and the icon,tough it reminds me the Mexicana de Aviacion´s logo or Sprint. I Think this trend of logo is not usual on a insurance company, but I guess it will works plenty.

On Aug.17.2009 at 08:56 AM

DrenchPants’s comment is:

That's true but the Sprint logo is a nickel bouncing and not a bird. Same dynamics but signifying two totally different things.

On Aug.17.2009 at 08:57 AM

Armando’s comment is:

A lot better. Great improvement. And, Fish, I don´t think it is a guacamaya but it does have the feeling of that bird in flight.

On Aug.17.2009 at 08:57 AM

Armin’s comment is:

> Re: Sprint similarities

Don't forget: The Sprint brand does not exist in Colombia (as far as I am aware). There is no association to that brand and no probability of confusion.

On Aug.17.2009 at 09:00 AM

jonathan’s comment is:

I wasn't liking this much at first, seems way to trendy... but the more I study it, the more I like it. Some nice spacing between the characters (particularly the r and i) and the fact that the negative space in the curve of the bird forms an S shape, is huge! Great little designer details in this mark.

On Aug.17.2009 at 09:25 AM

G*’s comment is:

Very nice update, looks great on the corporate headquarters building. Anyone know which font that is?

On Aug.17.2009 at 09:47 AM

Rob O.’s comment is:

Love the new bird!!

On Aug.17.2009 at 09:50 AM

M.’s comment is:

Like it, reminded me instantly (in shape and color) of:

On Aug.17.2009 at 10:15 AM

damon’s comment is:

me gusta, que bueno.

On Aug.17.2009 at 10:38 AM

AAaron’s comment is:

This is a more refined version than the TACA logo.

Nicely done.

On Aug.17.2009 at 10:59 AM

David’s comment is:

reminds me of the swiftcover logo

On Aug.17.2009 at 11:06 AM

Ryan’s comment is:

It's an improvement, but it does seem like someone at Marqas has been paying a little too much attention to Lippincott's work for Taca + Sprint.

On Aug.17.2009 at 11:32 AM

Brandon’s comment is:

I think it really helps that the name "suramericana" doesn't have any ascenders or descenders (after removing the I's tittle). Would the typography look so good if it did? Regardless, I keep reading the name as "suramerica." Maybe it's because it's only 10 a.m. and I'm not awake yet.

On Aug.17.2009 at 11:59 AM

Sab1978’s comment is:

First, I feel a sort of pride, because Suramericana is one of the most traditional brands in my country. Second, Armin is right; Sprint doesn´t exist in Colombia, but the Sura logo remains (a little bit)to Sprint logo -more than TACA or Aeroméxico. Third, I think the "bird" could be also the map of South America http://www.nationsonline.org/maps/south_america_map.jpg. Fourth, I realized that the concept and the idea were created here, in Colombia...
Something important is that all the brands of the Suramericana Group were unified under the same logo. The TV add here: http://www.youtube.com/watch?v=4g_FuZ-6o9E&feature=related

Afortunadamente, no se deshicieron del tigre, tal vez, uno de los íconos más importantes de la historia de la publicidad colombiana.

On Aug.17.2009 at 12:12 PM

Kabir’s comment is:

Love it.

Looks great with full name or abbreviation. Modern but not to 'techy'. Without knowing the company thought travel. I think it's a win.

On Aug.17.2009 at 12:18 PM

Glenn Sakamoto’s comment is:

Love it. Beautifully done.

On Aug.17.2009 at 01:19 PM

damon’s comment is:

it reminds me of the airline rebrand posted here a few months ago. it's very clean and well executed, and I like how the glyph has an S feel to it as well as the bird..

I like it a lot.

On Aug.17.2009 at 01:25 PM

Jared Ray Scott Ramey’s comment is:

@ Armin -

Yeah, but the logo was developed in NYC, where they see the Sprint logo every day, right?

I like it... especially the 2 color version. Its definitely an improvement.

On Aug.17.2009 at 02:33 PM

eMGie’s comment is:

Awsome work.

I love it.

On Aug.17.2009 at 03:48 PM

Ken S.’s comment is:

I am really drawn to their choice of font for their logo, it complements the illustration very well. Does anyone know what font was used? However, I feel like the “suramericana” type could just be a little closer to the illustration. It does not seem like a complete unit with it’s current spacing. Almost as if you were typing a sentence and someone decided to put an extra space in-between the last word of the sentence and the period.

Other than that I think the guys at Marqas did a great job. The change of a color to a cooler blue in comparison to the darker blue in the earlier iteration reflects the relaxed and airy illustration of their new graphic.

On Aug.17.2009 at 03:59 PM

Mark’s comment is:

I like it, it is more dynamic and is much more open looking too.

Nice update, the logo reminds me of a bird in flight, but it seems to be missing it's head.

On Aug.17.2009 at 04:09 PM

kingmu’s comment is:

I certainly don't like the 'sura' version. But, the longer version is rather elegant... and the symbol suggests uplift and positivity. I think it's a good upgrade.

On Aug.17.2009 at 04:28 PM

Tim Gengler’s comment is:

Some of the executions really sell this one. The logo by itself is professional and appealing but generic, as are the brochures. The business card and buildings, though, have me on board.

On Aug.17.2009 at 08:34 PM

OakRidge’s comment is:

A step backward in my opinion.

On Aug.17.2009 at 10:57 PM

John Mindiola III’s comment is:

The use of sura vs suramericana is confusing. Why both?

On Aug.17.2009 at 11:30 PM

Nate’s comment is:

I'm digging the bird mark, but I'd like to see some indication of a head.

On Aug.18.2009 at 02:26 AM

moeed m’s comment is:

That is absolutely gorgeous. Well done, Marqas and Suramericana.

On Aug.18.2009 at 07:46 AM

LaurenB’s comment is:

I really enjoy the rhythm and movement of the wings. Colors blend well together and this new look brings Suramericana into a contemporary look. ¡Muy bueno!

On Aug.18.2009 at 12:43 PM

Marboleda’s comment is:

like this?

http://www.grafitat.com/grafitat_es/wp-content/uploads/2009/08/tamelogonews.jpg

On Aug.18.2009 at 05:31 PM

andyRespire’s comment is:

Mark = bird + 'S' + South America shape

'Sura' version: I love how the tail of the 'a' flows right into the bird mark

Perfect.

On Aug.18.2009 at 11:55 PM

isabelle’s comment is:

I'm getting every airline ever. It's all right, but nothing new.

On Aug.19.2009 at 01:05 AM

isabelle’s comment is:

I'm getting airline. Delta-y for me. It's all right, but nothing new.

On Aug.19.2009 at 01:06 AM

Plamen’s comment is:

Nice execution.

On Aug.19.2009 at 04:24 AM

Koyo’s comment is:

I just love it!

On Aug.19.2009 at 09:23 AM

Lisa’s comment is:

Wow! The mark reminds me instantly of Robert Wood Johnson Foundation http://www.rwjf.org—except this one has a little more wind in its wing. Striking similarity.

On Aug.20.2009 at 07:03 AM

BlindAcreMedia’s comment is:

I really like the font used for the new logo. I think the color choice is also very nice and subtle.

-BlindAcreMedia

On Aug.20.2009 at 04:01 PM

mertz’s comment is:

i actually didn't want to comment because i liked this logo on sight and immediately thought there was something wrong with me so i needed to regroup. i've been looking at this logo for a long time and allowing it to grow on me by seeing if my mind connect with it whenever i see it again, and it's the same feeling i had the first time. i actually like this logo. surprise. i mean it remindes me of some others i've seen before but whereas some of them didn't make sense, this one fits this company and makes a lot of sense. insurance=a wing (shelter,cover miles and miles and miles like the stupid song) and a shield, and they picked good font, good colour scheme. it's a pretty effective logo and i don't like that i like it. i'm so pissed.

On Aug.22.2009 at 02:46 AM

mertz’s comment is:

wings are strong and reliable...and where's your insurance company when you need them, right at the front ready to screw you over :). not saying anything about this company though. don't know anything about them. new logo is a million times better than the old one.

On Aug.22.2009 at 02:48 AM

MJ Stapleford’s comment is:

I really like the new Identity it is a much needed refreshment for the Corporation. The new Identity looks so much more contemporary and I really like the stationery set. Excellent work. Thanks for sharing.

On Aug.23.2009 at 06:00 AM

peter’s comment is:

Reminded me instantly in shape of:

http://www.studio-gs.com/writing/images/sprint-nextel-03.gif

it is almost to close...what do yo think?

On Aug.24.2009 at 04:18 PM

Charles’s comment is:

It looks exactly like the new Mexicana logo. Were they done by the same agency, by any chance? The colors, logo, and type are almost exactly the same. It's not bad, but I'm not sure if two companies who are both based in Mexico and have similar names yet do completely different things should use basically the same identity.

On Aug.24.2009 at 09:13 PM

G. Alex’s comment is:

Not an original concept design on the icon... but welcomed.

Typo: smart choice

On Aug.26.2009 at 04:29 PM

David Sanchez’s comment is:

The Application Technique is not new but the metaphor is. Overall a beautiful identity system and typesetting. It reminds me a bit of the Feathers Logo done for TACA by Lippincott.

On the symbol/device I can see the south american continent (southern American insurer), transliteration of suramericana, which by it self is a wordmark.

I thought the acronym idea is amicable and friendly.

On Sep.01.2009 at 01:53 PM

Brian Nelson’s comment is:

^ Peter ^

I thought the exact same thing.

On Sep.01.2009 at 08:13 PM