Noted: New Logo and Identity for Getsafe done In-house
“Making a Dent”
(Est. 2015) "Getsafe is a fully digital insurance company that helps people cover themselves and their universe simply from their smartphone. Using technology and machine learning, the company offers digital insurance products in all lines of business - property, health and life. The Getsafe app is available to customers 24/7 and 365 days a year, allowing them to file claims or change their coverage in real time."
Design by
In-house
Related links
Getsafe press release
Relevant quote
"Our new brand stands out, catches the eye and perhaps even polarises. This is something completely new for the insurance world, which usually acts conservatively or plays on fear," explains Christian Wiens, CEO and founder of Getsafe. At the core of the new brand are freedom and self-determination, new perspectives on familiar problems and a positive attitude towards life for Getsafe's customers – in a world that is full of surprises right now.
Embracing life with all its risks – that is the underlying concept of the new brand. Even the logo itself includes an accident, with a “dent” in the letter G. A specially created, irregular font is used to place particular emphasis. The imagery changes perspective and shows the events from the perspective of the claim. The colour palette also represents the before and after of the accident; each colour is available in a positive, light variant and an enriched contrasting colour.
Images (opinion after)
Opinion
The logo was arguably not bad but I would argue that it was, mainly because of its “g” that looks as if the designer left the office before finishing the letter, not to mention the awkward rhythm of lots of wide, circular letters offset by the narrow “t” and “f”. The new logo is a much more adventurous endeavor by using a dented “G” as the primary mark without an attached wordmark — if you go to their website, the wordmark is nowhere to be found (except for the press kit section where I did find it because I’m like a dog hunting for truffles when it comes to finding logos). Not only is it bold to go with a monogram only as your primary mark when you are not, say, McDonald’s, but to go with one that is, on purpose, messed up takes b…oldness. I really like the premise of the logo showing an accident and how it yields a very intriguing logo that certainly stands out. You can almost also see the beginning of an “S” — for Getsafe — in the dent. The extension of that idea into a custom, dented typeface is interesting and, again, bold from the client’s side. I’m not sure I fully like it in application — it has a late 1990s digital grunge look to it that is hard to reconcile with today’s penchant for simplicity — and it’s screaming for contextual alternates so that in the ad directly above all four “E”s are not the exact same. Still, it’s all very commendable for an insurance agency and manages to break conventions. Oh, and the wordmark… it’s safe, not much else to add.
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