Established in 1995, Direct Seguros (Direct Insurance) is an auto insurance company in Spain, owned by AXA Group, with more than 600,000 clients. In December it introduced a new identity designed by the Madrid office of Interbrand based on a new brand positioning, “Si no se entiende, no es Direct” (If you can’t understand it, it’s not Direct.
Correction: Interbrand is responsible for the identity design, NOT El Laboratorio as previously stated — the latter were in charge of the communication and advertising campaigns.
The key message of the campaign is “If you can’t understand it, it’s not Direct”. The brand aims to transform the complexity fast and easy solutions, simplifying products and processes, with the best combination between the team and technology to make things work. […] So we’ve created a universe based on the use of the script logo, the 4 secondary colors, illustrative style defined by the agency and tone of communication, direct, witty and above all, intelligible.”
Our logo wants to be easy to understand and above all give prominence to our name “DIRECT”. So characters consists of very simple geometric forms, which are repeated to create a well proportioned shape. The script logo represents our digital calling and symbolizes our commitment to customer who always cede the last word. The [hyphen] invites to continue writing, to complete something that we want to participate.
To call the previous logo “bad” would be a compliment. From its clunky arrow in parentheses to its unimaginative choice of Helvetica to its unhelpfully wide tracking, there really are no redeeming qualities about it or anything to entice people to insure their vehicles with them. The new logo is a handsome, slightly quirky wordmark that looks great on its own; it’s not particularly distinctive but the cut-off “D” may be enough to make it recognizable. I’m not convinced by the hyphen though, as it never integrates with anything in application where it would encourage people to complete thoughts as they imply in the quote above. I would have gone for a period instead of a hyphen: “Direct. Period.” It would emphasize more of the simplicity and bluntness they are trying to achieve.
In application, Futura takes over with big, bold, playful phrases accompanied by simple, thick-line illustrations. It’s hard to dislike it since Futura is, like, awesome and thick-line illustrations are, like, awesome too. (In this case, illustrations could be a little better and less rough around the edges). The secondary choice of Tahoma is questionable. Very questionable. But the overall result is a pleasing set of materials that allows for numerous applications and variations on the tone of voice and graphic simplicity. Not groundbreaking but a definite improvement.
Thanks to Brandemia for the tip.