Equity Red Star Insurance has been
rebranded as ERS delivering a project
which is reported to have put the
company in profit for the first time
in five years.
The rebrand launched internally in
April, before being used by brokers
in May and according to
Fri, 7 Nov 2014 | By Tom Banks
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Equity Red StarThis is a bit of an odd one in my
opinion firstly on reading what the
agency responsible for this rebrand
had to say about it I am a little
uninspired. They claim that using
a red star as part of the visual
identity would be too North Korean
and I agree to some extent, however
a star does not have to be 5 pointed!.
The name Equity Red Star really
needs the colour red (check) and
a sense of value (check)
and a star (erm nope).
How you conjure those elements is
key and could be very interesting.
What they have come up with is
neither on brand or recognisable
in any way shape or form.
The holding device is obviously
a representation of a classic car
radiator grill with the ERS acronym
placed inside which on its own
does not say Equity Red Star unless
you know the company already.
The only thing this rebrand has
going for it in my personal opinion
is the photography which is absolutely
lovely. There should have been a star
worked in there somewhere the
company has no heritage now.
Oh and it reminds me of a 1950's
gas station sign not sure retro is the
way to go for an insurance company.
Missed opportunity guys sorry :(
Jason Farr - Partner Trillium Brands
| Friday 7th November 2014