Confused.com unveils new branding and Brian the robot

Price comparison website Confused.com is launching new branding and the Brian the robot character, set to replace the incumbent Cara mascot from this week.

Confused.com logo
Confused.com logo

The new branding designs, created by Thompson Brand Partners, form part of the brand’s campaign to reposition itself as ‘an insurance expert’, according to confused.com.

Thompson Brand Partners refreshed the Confused.com logo around four years ago, and was appointed to the recent redesign project without a pitch.

The overall campaign was created in collaboration with the Confused.com in-house team, Publicis, Thompson Brand Partners, Ogilvy PR, PHD and ‘a host of other agencies’, according to Confused.com.

Ian Thompson, creative director at Thompson Brand Partners, says, ‘Our brief was to create something a little bit more grown-up. Confused.com has been around for a while and was the first of the comparison sites, so we wanted to bring the brand to a much more grown-up position.’

The new branding puts the ‘.com’ part of the name in a thought bubble, and uses an updated blue and white colour palette.

Brian the robot hard at work
Brian the robot hard at work

Thompson says, ‘We used the thought bubble to make a positive out of the negative of confusion. It’s not about a person scratching their head any more.’

Confused.com says that the new Brian mascot, created by Publicis, is  ‘a technically advanced, uber-enthusiatic robot’ that aims to ‘embody the company’s expertise and knowledge of insurance’.

Joby Russell, marketing director at Confused.com, says, ‘When we think of a robot we think of something that is full of knowledge, something with quick thinking processes and Brian embodies all of this. Brian is the embodiment of Confused.com.’

Brian the robot
Brian the robot

The new branding will be shown across all touch points including digital elements such as the brand’s pages on Facebook, Twitter, YouTube, Instagram, and Google+.

The branding will launch on 1 June alongside the new advertising campaign, also created by Publicis London.

The new website, which Thompson says will have a new focus on user experience, has been created by the Confused.com in-house team.

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  • Brett Harrison November 30, -0001 at 12:00 am

    When I think of a robot, I think ‘automated and impersonal’. The robot also looks really dated. Not a good move, IMO.

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