The rebranding of Respect, a leading insurance broker specialising in large industrial and commercial risk management, was a result of a brand strategy developed by the marketing agency Brainfor. The brief was to provide a corporate identity that is modern and avoids all the clichés of the insurance and banking sectors such as pictures of smiling business people and close-ups of business men shaking hands. The project included changing the company logotype to eliminate similarities to a competitor’s logotype. During our long-term relationship with the client, which operates in the Czech Republic and Slovakia, a comprehensive set of printed and electronic materials was prepared, allowing the client to use the materials as templates for developing new materials internally.

The new Respect logotype

Comparison of old and new Respect logotypes

Comparison of old and new Respect icons with the icon of a competitor

A company claim handwritten by Respect's employees

Product leaflets as a part of corporate identity

Respect corporate colours and their proportional usage

Respect corporate typeface Verlag by the well-respected typographers Hoefler & Frere-Jones

Cover page of the company profile brochure

Double-spread taken from the company profile brochure

Double-spread taken from the company profile brochure

Respect corporate image style which avoids industry clichés

Respect website layout template

Electronic version of the internal company magazine Zoom

Cover and spread of the BrandBook brochure

Double-spread of the BrandBook

Respect BrandBook

Respect BrandBook