Soukias Jones creates monolith for Equity Insurance

Cox Insurance Holdings is launching its new-look identity, drawn up by Soukias Jones Design, as it renames itself Equity Insurance Group following a management buy-in earlier this year.


Soukias Jones was appointed to the rebranding project in June after a competitive tender. The consultancy was tasked with designing a ‘monolithic’ looking brand to represent the company’s different divisions. Equity Red Star is the firm’s underwriting brand – mainly for car insurance, and Equity Insurance Brokers is the company’s broking division. Each of the brand identities feature two letter ‘E’s drawn within a circle to represent the word equity.


‘The identity is quite bold and graphically led. It implies equality and fairness. The traditional view of insurance is changing. Not all brands are staid and traditional, there are some big players out there. We had to create an identity that would allow Equity to compete in this marketplace. Our aim was to create a single identity,’ explains Grahame Jones, director of Soukias Jones Design.


The rebranding collateral will launch across Equity’s website, high street stores, literature and policy documentation from 3 January 2006.

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