Travelers
The familiar red umbrella, first used by Travelers Insurance in an ad in the 1870s, found its way back home again when The Travelers Companies bought the logo back from Citigroup in March 2007. Because the symbol is an icon of design and one of the most recognizable marks in the world, we revamped the overall brand identity system and integrated a striking new umbrella graphic into all of Traveler’s collateral and interactive media. The umbrella graphic reinforces the protection of the umbrella while reserving the color red for the umbrella itself.
While at Tenet Partners, I was honored to have helped Travelers welcome an old friend back in the fold, and to have worked with Travelers to reintegrate the prodigal umbrella into the company’s corporate brand identity program.
The new visual system offers great creative range. That is important for a company like Travelers with a broad range of businesses reaching out to varied audiences.
Agency: Tenet Partners
Role: Creation, development, and implementation.