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massive exploration leads to crystal clear identity.

When we create a logo, we explore dozens of options and narrow down our initial presentation to a handful. But when it came to developing the logo for Admiral Group’s new insurance price comparison website, we had a much bigger job. Admiral was looking to launch a national brand and wanted the confidence that the name was as strong as the logo, so they asked us to explore both at the same time

We developed logos for five names simultaneously, generating multiple options for each while we progressed through rounds of feedback and revisions. Four weeks, five cities and over 100 logos later, was born.

“Having a strong identity is important,” said’s CMO Cathy McCarthy. “But what’s even more important is having the research to back up the decision. We’re confident that we’ve positioned our brand for the strongest possible future.”

logo design

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