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Case: Assurant 2004
 This is a spinout from Fortis. In 2004, Fortis chose to consolidate a portfolio of U.S. "specialty insurance and related businesses" in a more freestanding and publicly traded unit, to be spun out as a freestanding company. Luckily a good name was at hand in "Assurant," a unit which had been created in 1999 to house some smaller Fortis acquisitions in an "Assurant Group." Carbone Smolan designed a fresh globe symbol, to transform the Assurant brand. Tony Spaeth CREDITS Design: Carbone Smolan CASE INFO Submitted by: Tony Spaeth, 30/11/2006 |
MATRIX DATA
DRIVERS | TOOLS | ||
| Structural driver: 100% | |||
|
Spinout or de-acquisition Express a new vision | 100% | x | Identifier tactics: Name change: Brand |
| x | Identifier tactics: Logo change: Symbol-dominant | ||
| x | Identity system elements: Visual system: Typography | ||
| x | Identity system elements: Visual system: Graphic devices | ||
| x | Identity system elements: Visual system: Palette | ||
| x | Identity system elements: Verbal elements: Principal unit names or competence list | ||
| x | Identity system elements: Unit signature system: Monolithic | ||
| x | Situation facts: Corporate level facts: Ownership | ||
| x | Situation facts: Corporate level facts: HQ Location | ||
| x | Change event : High visibility: Campaign | ||