New identity for ‘basic but reliable’ Orion

Guardian Royal Exchange member Orion has a new identity by Tatham Pearce. Orion re-launched into car and personal insurance last year and is now concentrating on non-standard motor insurance.

Orion is positioning the service as basic but reliable. “Our designs had to be bold and strong, reinforcing Orion’s existing qualities and its new position as a specialist player in car motor insurance,” says Tatham Pearce design director Gill Davies.

The consultancy is now applying the new visual style embodied in the logo to other corporate material, and it is drawing up guidelines for Orion’s marketing department and suppliers.