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New Logo and Identity for Chartered Insurance Institute by Smith & Milton
 

before

after

Noted Nov. 9, 2017 by Armin

Industry / Insurance Tags /

About

(Est. 1912) “As the premier professional body for the insurance and financial planning professions, the Chartered Insurance Institute (CII) promotes higher standards of integrity, technical competence and business capability. With 125,000 members in 150 countries, the CII is the world’s largest professional body dedicated to insurance and financial planning. Our membership covers all disciplines within the insurance industry (claims, broking, underwriting and sales), those working in the life and pensions sector and the mortgage advice market as well as independent financial advisers (under our sub-brand the Personal Finance Society).”

Design by

Smith & Milton (Bristol, UK)

Related links

Smith & Milton project page

Relevant quote
The core strategic development has been brought to life and fruition through the modern approach to the brands heritage. Utilising the brand heritage has worked to unify the full portfolio and industry to re-enage and evoke customer trust for the industry.

Smith & Milton project page

Images (opinion after)
New Logo and Identity for Chartered Insurance Institute by Smith & Milton
Coat of arms and icon. Full explanation of the coat of arms in this PDF.
New Logo and Identity for Chartered Insurance Institute by Smith & Milton
Logo.
New Logo and Identity for Chartered Insurance Institute by Smith & Milton
Logo extensions.
New Logo and Identity for Chartered Insurance Institute by Smith & Milton
Type treatment and photo style.
New Logo and Identity for Chartered Insurance Institute by Smith & Milton
Brochures.
New Logo and Identity for Chartered Insurance Institute by Smith & Milton
Name tags.
New Logo and Identity for Chartered Insurance Institute by Smith & Milton
Cards of some sort.
New Logo and Identity for Chartered Insurance Institute by Smith & Milton
Website.
New Logo and Identity for Chartered Insurance Institute by Smith & Milton
Umbrella.
Opinion

The old logo was super awkward and it was hard to tell what was going on: a body-less arm coming out of a crown against a crescent moon… riiiiight. Just as the new logo, it came from the organization’s coat of arms so if you knew that, then the old logo made sense but that didn’t excuse the crummy typography around it. The new logo is infinitely more elegant in all respects and it does a wonderful job in interpreting the coat of arms — fully explained in this PDF — in a clear illustration that is easier to use and deploy. I love how most of the lines in the icon flow into each other to help build each accompanying element. (Also, how coincidental that today’s Reviewed post and this one share characters with fish tails.) The new wordmark is crisp, clean, and nicely matches the thickness of the illustration. In the presented lock-up, it feels small but I guess that can be modulated. The few applications showcase a nice color palette but a very odd use of type and photography — the former too bold and big, the latter too confusing (like, why is the woman chucklingly covering her nose and mouth?). Overall, though, the identity elements have a serious but contemporary look that makes the organization feel more relevant and active.

Your opinion…

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Comments


Logo Before & After
Sample Application

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