8 July 2015

ShelterPoint Life Brings Home APEX Award For Corporate Identity

ShelterPoint Life Brings Home APEX Award For Corporate Identity

We are excited to announce that ShelterPoint Life Insurance has received the 2015 APEX award for corporate identity and logo design.   

This award reflects months of creative planning and research culminating in a new corporate identity for our firm, formerly known as The First Rehabilitation Insurance Company of America.  We sought a name that illustrates our next chapter and will give us a nationwide identity. The new name was chosen from among 250 options that the project team conceptualized.

“Along with the new name, it was time for a new corporate visual identity that reflects the new chapter in the company’s history, including a new logo and a fresher look of materials and collateral,” added Katrin Atienza, AVP Marketing, who spearheaded the creation the creative rebranding effort. “The overall goal for the new corporate visual identity was to be simple, clean, modern, symbolically reflective of the new name, and to mesh well with the industry while standing out of the crowd. Our team completed this with a small but strong, can-do-all, in house team over several months. Crowdsourcing was one of the tools we leveraged a lot: we used crowd sourced focus groups and surveys during the name and logo selection,” she continued.

The icon component of the final logo reflects the name in form of a map pin that points to the “point of shelter” and incorporates a cut-out “S” that is “sheltered” by the shape of the pin. 



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