The Chubb Corporation is a major American insurer of properties. Last month (on January 14), it concluded a merger with Zurich-based competitor ACE Limited. The new company will be named Chubb Limited and headquartered in Switzerland. At the same time the "new Chubb" launched a new logo.
The old logo was most notable for having been designed by Raymond Loewy / William Snaith, Inc., founded by Raymond Loewy, "the Father of Industrial Design".
According to a press release the new Chubb stands for "superior underwriting, service and execution". Whether those qualities can be found in the visual identity is in the eye of the beholder. The new logo consists of a quite geometric upper-case logo. It can be used with a variety of different bright colours.
From a press release:
On our new logo and visual identity
"Because we are creating a new path, we needed a visual expression to bring our new vision to life. It starts and ends with the Chubb name. Our identity – who we are – comes from our name, which is a symbol of quality and strength. So we have chosen a new logo that is a simple expression of our name, with no extra symbols or visual distractions. It's a simple, refined, modern expression of Chubb. To balance the simplicity of the new Chubb logo, we have chosen an out-of-the-box approach with colors. There will be many colors to represent the new Chubb brand – nine to be exact. These colors reflect the diversity and energy of our culture, our thinking, global presence, the many different customers we serve and the many products we offer."
On the new Chubb "signature"
"Craftspeople take personal accountability for their work, often signing their products. At Chubb, we should all be proud to sign our name to whatever work we do. That is why at the end of every Chubb piece of work it will be signed "Chubb. Insured." This is not a tagline – it's our signature, our mark of craftsmanship."
"We are creating a new identity from our shared DNA," Mr. Greenberg concluded. "Our new identity is vibrant and full of life, anchoring us to our future, not to our past. We look forward to focusing on our craft of insurance to create significant value over time for our shareholders and to deliver unmatched quality and service to our customers and distribution partners."