A direct representation of the Semo namesake, this mark depicts an abstract interpretation of the face of Semo-Sancus, who the ancient Romans believed to be the God who presides over trust, honesty & oaths.
For the new Semo identity objective, we aimed to create an approachable & joyful brand presence. The identity should be tech & data-forward, human, confident & trustworthy.
Semo Insurance Brand Identity with Frank & Victor Studio.
About The Company
Semo is on a mission to rebuild trust between the market and the insurance industry by bringing clarity in a confusing field, and equality in an unequal market, we give power and control back to the people, and ultimately change their relationship with insurance. Trust is the new cornerstone between you and your carrier.
An individual’s unique data and information are hidden and hard to find, and we bring that to light in an understandable and approachable way. And by giving them education and advice, they have the power to make good decisions about the factors that determine their rates and coverage—including, claims, DMV reports, telemetry driving behavior monitoring, vehicle-specific, neighborhood, and more. Better management of insurance and risk means better rates and the right coverage.
The Arch
we focused on incorporating the Semo score indicator. On the surface, this shape provides an abbreviation for the service that Semo provides. Viewed more abstractly, this shape can be defined as an Arch.
Culturally, the Arch is used in initiations and ceremonies to signify renewal and beginnings. In mythology, Arches are understood as thresholds in time and space. Physically, Arches provide structural protection.
Semiotically, Arches signify clarity, duality, possibility, innovation, and opportunity.
The Logo
A direct representation of the Semo namesake, this mark depicts an
abstract interpretation of the face of Semo-Sancus, who the ancient Romans believed to preside over trust, honesty & oaths.
The two sides of the face represent the transparency of data between insurance companies & their consumers, with Semo being that vital connection between the two. Multiple Arches throughout the mark, seen in the eyes & crown, parallel the highly recognizable Arch in the credit score indicator used by Credit Karma.
The speedometer-like form within the crown points right, which gives a subtle nod to a high score's superiority and God-like nature.
The sans-serif typeface mimics the masculine humanity of the mark. There is a shrewd sleekness that elevates this type while still maintaining a fair, bold & trustworthy feel.