Endsleigh Insurance is to launch a new corporate identity by London brand and marketing group BANC.
The logo will go live in the second week of May and initially roll out across literature, signage and stationery. It is intended to widen the client’s customer base by holding on to its core student audience as it gains employment. The company was set up in the 1960s by the National Union of Students.
BANC co-founder Robert Bean says the identity system incorporates an image of a banana skin to make the point that as you grow up life is unpredictable. A new strap-line, “Insurance for every step you take”, is intended to convey the message that if you stick with Endsleigh it will look after you. The identity forms part of a bigger project to reposition the client. Bean says further down the line the group may work on advertising and new-product development to move the process forward.
Endsleigh has 130 high street outlets and reported profits of 2.8m last year.