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.

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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.

Many thanks to our ADV @ UnderConsideration Partners