New identity for insurer

Financial services firm Direct Line is unveiling a new version of its ten-year-old identity this week, designed by Edinburgh consultancy Northcross.

“Direct Line was originally a car insurance company but has been moving into areas such as mortgages and personal loans,” says a Northcross spokeswoman.

The consultancy designed a giant phone exhibition stand for Direct Line last year (DW 28 October 1994). “We’ve done a lot of work for them since, and the idea of adapting the logo kept coming up,” adds the spokeswoman. “Previously it was appearing in lots of permutations with no strategy.”

The phone-on-wheels device remains the same, but the company name has less detail around it. A coloured panel has been added to differentiate sections.