VISUAL IDENTITY _ 2020
Direct Line
Direct line has been an iconic brand for decades, known as the red phone company. In years past, the red phone mascot became so distinctive the rest of the brand fell behind. Our challenge was to hold on to the heritage of DirectLine but to give them a full suite of distinctive brand assets fit for the modern age.
At a time where companies are feeling the pressure to keep up with consumer demands, DirectLine took a rise in focus on superiority. Simple, Straight forward insurance that's better, faster and smarter.
Our ideas for refreshing their image came from the simplicity of their name. Direct. Line. We had all the elements to bring those to front and centre and celebrate this simplicity. Just as you would expect from an insurance company.
Super talented Julien Queyrane, myself and CD Frankie Goodwin, set about developing an identity which stretches easily from, simple and calm to energetic and immediate. Where elements are used sparingly but communicated clearly, always with personality and impact.
Wordmark
The new word mark is a big move in DirectLine's brand evolution. It embodies their commitment and position as a brand in a new era. We created something with a confident appeal, which is well suited to a brand that delivers a no nonsense, straight to the point attitude towards insurance.
Character design
We wanted to hold onto the character but set it free of the word mark. Take it back to being the mascot. We’ve evolved the much-loved red phone, modernising it for new markets and simplifying its form for print. We simplified the silhouette of the phone, bucking the pattern of past. It no longer evolves with the times. It's now a caracture of itself. Truly unique to directline.
Custom typeface
A custom typeface designed in partnership with the iconic Christian Schwartz of Commercial type. We created a typeface to reflect Direct Line's new sharp, direct image. It carries tonnes of energy and has a strong sense of forward momentum.
Custom typeface
A custom typeface designed in partnership with the iconic Christian Schwartz of Commercial type. We created a typeface to reflect Direct Line's new sharp, direct image. It carries tonnes of energy and has a strong sense of forward momentum.
The brand doesn't stop at the logo. This new visual identity brings life to digital spaces with a brand new motion language.
The results have been immediate, and the process has energised the whole company. It has a renewed attitude towards delivering a better, faster, smarter service.
A great project to lead. A huge team effort to all involved. Made possible by a client who recognises the importance of change.
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