Dutch group draws up Interpolis identity

Interpolis, the Netherlands’ third biggest insurance company has a new identity by Visser Bay Anders Toscani in Amsterdam.

Interpolis is the insurance arm of the country’s largest retail agricultural bank, Rabobank, whose new identity was created by Newell and Sorrell (DW 6 January 1995).

The group won a proposals pitch against Landor Associates in London and local consultancy Brs/Premsela Vonc to improve the company’s market position with a new marque. While the company went through an internal restructure, “research revealed that the old logo was no longer applicable”, says a VBAT spokeswoman.

Consultancy creative director Teun Anders presented and researched four concepts: a ladybird; weathervane; hands; and a shoal of fish, the latter designed by VBAT designer Lilian Vos.

The fish were seen to relate to Interpolis’s mission statement qualities of being co-operative, influential and open. The redesign of stationery and a new insurance product has been completed, and the aubergine and aquamarine marque is now being applied to promotional material. Signs will follow when Interpolis staff relocate to new offices designed by Japanese group Kho Liang 2.

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