TRAVLERS_HEADER_BG

TRAVELERS INSURANCE

 

This 150+ year old iconic insurance brand tragically lost its gold standard “Umbrella” brand icon as a result of corporate shenanigans from then-partner Citigroup. The brand endured a decade of watching their red umbrella mark sitting atop another brand until, in a late-game Christmas-time negotiation victory, Travelers bought back their brand icon and hired Replace to redesign and re-integrate the iconic red umbrella into this industry founding global brand.

 

The Umbrella had never been designed for the rigors of small space digital, or for the animation and interactive opportunities of the 21st century. Replace was honored to lead the design direction and rework this classic brand icon for Travelers next 100 years.

The Red Umbrella

Design Process

In a very collapsed timeline, Replace redesigned the umbrella, created a detailed brand style guide, and included ‘Brand Icon Optical Illustrations’ for animated and interactive environments. Guiding the brand forward, we transitioned Travelers from its last 150 years to the next.

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