Lograr Seguros Brand Identity - 2025
An insurance company that needed to feel like more than a policy.
Strategy . Brand . Visual Identity . Brand Guidelines
The challenge was to create an identity that felt as established as the business behind it, one that could hold its own against legacy players while signaling something newer and more human.
The strategy was to resist the cold, institutional tone that defines most of the category. Instead, we built a system with confidence at its core: a bold blue, a graphic mark derived from the checkmark (the universal symbol of completion), and three stacked stripes that quietly nod to the Argentine flag. A brand that feels local without leaning on it, and trustworthy without feeling old.
Creative Concept
The insurance category defaults to safety as a feeling: warm colors, stock photography, reassuring smiles. Lograr wanted to go further.
A brand built around a single idea: that being there, consistently and completely, is what an insurance company actually owes its clients.
The identity channels that through structure and assertion: a mark that reads like a badge, a palette that commands attention, and a graphic language that expands from a single form without ever losing its edge.
