For over 150 years, Cayuga Mutual Insurance has been dedicated to providing their customers with the best service for the best protection, while also supporting their community. While Cayuga Mutual still holds true to that reputation, their branding left them looking a bit outdated. With a logo that entailed an image of their building, everyone was in agreement that it did not represent who Cayuga Mutual was or what they stood for. They needed a new brand to reflect the future of the company and guidelines to maintain consistency across all platforms of the brand including where the logo is placed, font styles, treatment and more. With a Board of Directors and many employees, we were up for the challenge to create something new that everyone would approve of and agree properly portrays Cayuga Mutual.
To start, we held a focus group with approximately 40 of Cayuga Mutual’s employees and Board of Directors asking questions such as, “What do you believe Cayuga Mutual stands for?”, and, “How do you envision the future of the company?”, to provide us with some guidance on how best to create the new brand. We then designed a number of symbols that we believed could represent the company. Friendly and inviting, the new logo ties in with the community’s agricultural roots featuring different sized petals symbolizing growth within both the business and their society. After trying various colour palettes, we finally settled on green, blue, orange and yellow to express the four insurance sectors Cayuga Mutual serves – home, auto, commercial and farm. With a whole package rolled out for the new brand including a new website (view other materials), business cards, letterheads, brochures, folders, sell sheets, cheques and more, the launching of Cayuga Mutual’s new brand has been a tremendous success!
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