The Allotment creates 16-logotype identity for HomeProtect Insurance

The Allotment has created a new visual identity for HomeProtect Insurance.

The Allotment's HomeProtect Insurance logo
The Allotment’s HomeProtect Insurance logo

The consultancy was tasked with creating an identity and set of brand guidelines for its application  that would  help the  business stand out from competitors.

The Allotment's HomeProtect Insurance logo illustration
The Allotment’s HomeProtect Insurance logo illustration

It chose to highlight the HomeProtect Insurance belief that ‘everyone is entitled to insurance, no matter how different they are’ by using the idea of differentiation throughout the branding.

There are 16 different manifestations of the logotype, using different colourways and formations of shapes, which are arranged in grid patterns that can be modified for different  applications. These aim to bring to life the proposition of ‘Be as different as you like, we’ll treat you the same’, according to The Allotment.

The Allotment's HomeProtect Insurance logo as applied to collaterel
The Allotment’s HomeProtect Insurance logo as applied to collaterel

Mike Smith, Creative partner at The Allotment, says, ‘We developed a brand proposition focused on the line ‘Be as different as you like, we will treat you the same’ which communicates difference at every level. The identity manifestations and bold illustrations celebrate variety in people’s tastes and lifestyle.’

The Allotment's HomeProtect Insurance logo
The Allotment’s HomeProtect Insurance logo

The identity will be used across all collateral including printed communications and online.

Latest articles

Remembering Jon Daniel: 1966-2017

We look back on the life and work of the Design Week columnist, independent creative director and social activist “who helped put black participation on the political map”.