Brand development for a leading insurance company

03. January 2018

Shortly after New Year’s fireworks, the corks are popping again: The insurance office in Wiesbaden formerly known as Versicherungsstelle Wiesbaden starts the new year with a large brand relaunch – from now on as “VSW – the insurance association for tax consultants and auditors”.

From the very beginning, Fuenfwerken was responsible for conception and execution: Drawing the company away from the outdated image and public authority character of the past, we have modernised the brand on the basis of the substantial brand values that find their counterpart in the new design and the company’s self-image. The result: timeless, but linked to the company’s values and with a proud view of a tradition-rich and honest corporate culture.

The new visuality is deliberately serious. Targeted evolution instead of blind revolution is the motto, and so the new monogram adopts familiar characteristics of the old logo. The familiar blue tone remains, contrasted by a warm copper accent. Typographically, the functional precision of VSW is underlined and complemented by the playful font – contrasts that not only appeal to the eye. But they also refer to the brand essence in terms of content, hence the tension between hard and soft values, the interplay of specialised expertise and close personal contact.

With VSW, we are pleased to open this new chapter and once again illustrate how well-founded concepts and a holistic design philosophy translate into a widely visible progress and a successful brand.

Markenentwicklung für VSW