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New Logo and Identity for Brighthouse Financial by Red Peak

New

Noted Mar. 16, 2017 by Armin

Industry / Insurance Tags /

About

(Est. 2017) “Brighthouse Financial is an operating segment of MetLife, Inc. (NYSE:MET), and a leading annuity and life insurance provider in the U.S. with approximately 2.8 million insurance policies and annuity contracts in-force. Our mission is to help consumers achieve financial security by offering essential life insurance and annuity solutions designed to protect what they have earned and ensure it lasts.”

Design by

Red Peak (New York, NY)

Related links

Brighthouse Financial press release

Relevant quote
• The concept of growth guides the principles behind all the elements of the visual system.

• Our brand symbol combines a house - to represent protection and stability - with rays of light, which represent the confidence that comes with smart planning for the future.

• Our colors reflect a focus on the future - and the journey to get there. Grounded in optimism, Brighthouse Teal and Brighthouse Green put our unique thumbprint onto a category of sameness.

• We use a progression between these two cornerstone colors to emphasize our journey towards simplicity, transparency and value in our products and to our customers.

Brighthouse Financial provided text

Images (opinion after)
New Logo and Identity for Brighthouse Financial by Red Peak
Logo.
New Logo and Identity for Brighthouse Financial by Red Peak
New Logo and Identity for Brighthouse Financial by Red Peak
Color combinations.
New Logo and Identity for Brighthouse Financial by Red Peak
Icon set.
New Logo and Identity for Brighthouse Financial by Red Peak
Business cards.
New Logo and Identity for Brighthouse Financial by Red Peak
New Logo and Identity for Brighthouse Financial by Red Peak
Brochures.
New Logo and Identity for Brighthouse Financial by Red Peak
Jumpstart kit.
New Logo and Identity for Brighthouse Financial by Red Peak
Tote.
New Logo and Identity for Brighthouse Financial by Red Peak
Online presence.
Opinion

While at first glance the icon appears to have a gradient, the color shift is actually a relatively evident — at large sizes at least — set of lines, banding together to create the shape of the house and the gradient. I mention that because banding and marked color progressions play a big role in the identity which, getting ahead of myself a little here, help separate this execution from the numerous gradient-based identities out there in a way that is interesting. Back to the icon… it’s a house, it’s bright… we get it. The rationalization takes things up to 11 in terms of eye rolling but, hey, it sells the logo. The wordmark is nice and crisp, if a little harsh in black. The applications are quite good, with the banding in different configurations, from straight lines to triangles, to concentric circles. It exudes a confident vibe and it also looks like it’s a consumer insurance product that has been around for a while. Overall, a fresh but not-breaking-anyone’s-comfort-zone identity that ties back to the MetLife brand yet allows it to perform in its own voice. Lastly, nice favicon.

Your opinion…

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Comments


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About

Brand New, is a division of UnderConsideration, displaying opinions, and focusing solely, on corporate and brand identity work. More…

UnderConsideration is a graphic design firm generating its own projects, initiatives, and content while taking on limited client work. Run by Bryony Gomez-Palacio and Armin Vit in Austin, TX.

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