Travelers

Today, Travelers Insurance is once again inseparably linked to its iconic red umbrella. Brandlogic helped it get there, putting the umbrella back where it belongs.

It may seem hard to believe now, but for years Travelers was unable to use its powerful 137-year-old symbol. After a complex, nine-year odyssey of mergers, spinoffs and restructuring, the company repurchased the red umbrella and sought Brandlogic’s help to bring it back into the brand.

An end-to-end brand identity revamp integrates a striking new graphic, evocative of the umbrella shape, into all of Traveler’s collateral and interactive media. In this way, Travelers leverages the iconic power of the red umbrella image while adding a fresh new expression. A fully realized identity system, supported by Brandlogic’s asset management platform, gives Travelers the ability to launch new services, tailored to diverse segments, more quickly and simply.

The new identity strikes just the right balance between tradition and a bold new start for Travelers. It’s allowing the company and its employees to look forward to a bright future while honoring the company’s long history.