Ted Todd Insurance, Late 20122:17 with Matt Yow
Before we move ahead, let's take a look at a few examples of successes and failures in the brand identity process. We'll start with Ted Todd Insurance, Allstate’s largest franchise.
[MUSIC] 0:00 Before moving ahead of myself, I'd like to showcase a few 0:04 examples of successes and failures, to help bring these ideas to life. 0:07 First is a simple one. 0:11 Ted Todd Insurance is Allstate's largest franchise. 0:13 Based in Florida with over 25 years of 0:16 history, seven locations and tens of thousands of 0:18 customers, they simply wanted to stay ahead of 0:21 the game and rebrand themselves for the future. 0:23 Because of communication and initial expectations, our 0:26 branding process was quick, simple and effective. 0:30 In the first round, we concluded the typographic direction, 0:33 as well as a good direction on logo types. 0:36 By the second round, a small set of icons was designed to reinforce 0:38 the typographic style, the logo was chosen, and we finalized a color palette. 0:42 We sent a third round to help that concrete dry, but that was it. 0:46 The branding process was complete, with a 0:50 satisfied customer and a happy design team. 0:53 We continued to the fourth round, expanding the brand into print 0:55 collateral, car wraps, door mats, business 0:59 paraphernalia, and a beautiful responsive website. 1:02 I believe the extensions of the brand were 1:06 seamless due to the execution of the brand creation. 1:07 We found it easy to communicate with the Ted Todd 1:11 Insurance team, in part because they fully trusted our design process. 1:14 The final color palette is a set of three blues, a 1:18 series of grays and a single orange to contrast the blues. 1:21 The orange is used for callouts on the website, while 1:25 the blues carry 90% of the weight across the brand. 1:28 White space is, of course, a big asset to the brand as well. 1:31 For typography, we chose Foro, a serif font family, 1:35 to cover the entire brand on print and web. 1:40 There's a certain appeal and warmth to it, less harsh than most slab serifs. 1:43 A smoothness and welcoming quality, perfect for an 1:48 insurance company that focuses on customer service and care. 1:50 Foro comes in 16 styles and is an excellent workhorse-type family. 1:53 When needed, we use Source Sans Pro, but 1:59 that's only a fraction of the brand's typography. 2:01 Check out some of the final product. 2:04 Here's the final logo type, icons, and bit of collateral. 2:06 You can see it holds together with the typography and color selection. 2:10 It also fits well when co-branded with the parent company, Allstate. 2:13
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