By: Dave Willis
During the Communications Work Group presentation at the October 2014 ACT meeting, Peter van Aartrijk, work group chair, unveiled ACT’s new logo. “We had a subgroup look at our brand identity—our name, logo and tag line,” he explained. The group used ACT’s vision as the foundation for its work.
“A vision describes what the world will look like if we are successful,” he explained. “At ACT, our vision is to foster an independent agent system where consumers are fully educated on issues. We’re motivated to improve agency technology skills to continuously improve the customer experience.”
With that vision, the group looked at the logo as if it were an employee. “We basically asked whether it is doing the job that it was brought on to do,” van Aartrijk added. “We looked at the brand persona. We put attributes on it just like we would a person.”
Work group participants agreed that a new, refreshed look was in order. ACT executive director Ron Berg notes, “While ACT’s existing branding absolutely fit its original direction and strategy, we wanted to align ongoing branding to match our focus on the future.”
“What we came up with,” van Aartrijk explained, “was
We’re not just about designing the future. We’re about doing something. We’re all about action.”
Berg adds, “The new logo reflects our vision of fostering an Independent Agency System in which stakeholders are fully educated about modern, efficient insurance technology and workflows. Further, stakeholders are motivated to develop their technical and leadership skills, thereby advocating for continuous improvement to the customer experience.”
A style guide is available to help organizations accurately display the logo electronically and in print.
Dave Willis is an associate at Aartrijk.