TAIYO LIFE INSURANCE COMPANY

Case detail

We conducted this naming and logo design development project for a new flagship product launched by Taiyo Life Insurance to help people prepare for the risks posed by living a long life in the aging society. We named the product Hoken Kumikyoku ("Insurance Suite"), because it enables the insured to reexamine their policies as their stage in life advances and arrange the protection for their later years in a variety of combinations of their own choosing. We also developed the statement "insurance expressing myself" to convey the product's customer perspective.

We employed refined, highly legible Japanese lettering for the brand logo and presented it on four color panels, which can be combined either horizontally or vertically, to express the colorful harvest of a lifetime's work.