Vitalsure needed a visual identity to help it stand out in the insurance space as a fresh new offering. For the logo, I started with the letter ‘V’ from VitalSure and repeated it in a circular shape, forming a ‘burst’ icon. I then added small circles in the middle of each ‘v’, creating the impression of people with their arms reaching up in happiness. The colours are vibrant and stand apart from what other insurance companies are doing. The colours can also be used individually to show the 3 main sections of VitalSure - business, wealth and health. The logo has a rounded look, which evokes feelings of warmth and friendliness.