A mythological insurance company
Developing the identity of an insurance company appears to be a relatively easy task… clear guidelines to communicate such as strength, confidence and stability make us consider heavy fonts with a contained but strong personality (if it is Helvetica, even better), with a sober color scheme… almost as if it were a bank where there should not be many levels of experimentation by the nature of its business line.
Raul González asked Enigma to problematize this paradigm and to inquire into bolder paths, and certainly, more controversial.
The first attempt was to create a brand that would meet all the general expectations of an insurance company, but with a fresh touch… a sober brand but delicately elegant, consolidated but impeccably coiffed, and above all a brand designed with customized typeface to provide it its own personality.
The second path intended to be less discreet without compromising its effectiveness.
Argus Panoptes was the best guardian of the Olympus since he had one hundred eyes that would sleep at different times and that allowed him to take good care of a hidden nymph in a white heifer that Hera (Zeus’ wife) had given him. On the death of Argus, Hera payed tribute to the faithful watcher and placed each one of his eyes in the tail of a peacock.
Painting by André Durand
González & Ramírez, an insurance family business in Puebla, becomes Argus every day to take care for their customers as if they were part of themselves and with many eyes to watch on what they need.
When we started the development of this proposal at Enigma, we always tried to translate the solid experience of the company, but also its proximity to customers and the human side they have. We wanted to communicate, from the logotype, that González & Ramírez is a company where you will be attended by a person instead of an answering machine housed in an uncaring corporation.
The firm authenticates the individuality with a customized typeface and translates, in a visual way, the philosophy of the company.
We believe that although the result is atypical, it creates a visual dissonance alongside their competitors and we know that the design increases the brand recognition even with its vibrant colors and its broad organic sense.
