UnifiedLife is a Midwest-based insurance company that had been functioning successfully for thirty years without ever updating their original logo. When it was time for an update, I wanted to give them a strong logo that was crisp and simple, and allowed for versatile application. We decided to drop the "Insurance Company", to make more iconic. Just as Apple dropped "Computers" once they become a tech monolith who did far more than computers, UnifiedLife does far more than just the insurance they did in the 80s.
The cube made up of "U-LI-C" was a sketch by the founder's wife at the birth of the company. Though it had aged less than spectacularly, I wanted to keep that piece of history around— though not as the primary mark.