Insurance giant sports Luxon Carr identity

Luxon Carr has created the identity for one of the world’s newest and biggest insurance companies, formed this spring by the merger of Royal Insurance and Sun Alliance.

The London consultancy was appointed after a five-way unpaid creative pitch to design the logo for the holding company Royal & Sun Alliance Insurance Group – ranked the world’s ninth largest insurance business.

The other consultancies involved in the pitch were Holmes & Marchant, Wolff Olins, Landor Associates, and WFCA.

About 12 concepts were researched, each based around a core idea, says Luxon Carr creative director Helen Keyes. The chosen marque, dubbed the Navigator, is being applied to signage and directors’ stationery.

“It was quite a tricky brief because we had to please two camps, both with very different heritages,” Keyes adds.

The client was searching for “something a little more interesting” than a standard corporate look, a Sun Alliance spokesman explains.

The consultancy is now working on the project’s next phase.

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