Start-up broker BROLLY had its umbrella logo contested by an insurer and was seeking to crowdsource a new logo.
Brolly, an app-based insurance concierge service, needed a new logo which retained and captured the essence of a young, vibrany yet respectable start-up without being able to use any symbolism of an open umbrella.
Versions of the original logo, which 'looked too much like an open umbrella'
Design a logo which both retains elements of an umbrella without it actually looking like an umbrella and evokes the same sense of fun + simplicity that the original logo instilled.
The failed pile after the digital brainstorming session.
A simple, fun, wordmark.
Clean, crisp, fresh whilst looking respectable and trustworthy.
The logo has 3 key features:
Resembles the handle of a traditional umbrella.
Includes subliminal smiley face.
When used alone as an icon.