Insurance is one of the necessary evils of life. It’s fussy, painstaking and really unsexy. But at the end of the day, it matters. Gobear simplifies an unnecessarily complex process, empowering people to make better choices be being free, unbiased and easy-to-use. Our answer was a brand identity that communicates trustworthiness and reliability in a simply straightforward and approachable manner.
We chose Alleyn as the primary typeface for Gobear, a simple and highly readable font with gently rounded curves that also communicate a friendly and open demeanour. Stripped to the bare essentials, the Gobear logotype is simply the brand’s name in the brand font. The word "go" is also highlighted, in a bright, energetic green, where possible.
The Bear is the emblem of Gobear. He is designed to be inviting and reassuring, but not childlike. He is also understated and impartial, but not stand-offish.