© 2019 by Creative Mess Designs, Burlington CT

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"SPECTRUM" DEFINITION

2. used to classify something, or suggest that it can be classified, in terms of its position on a scale between two extreme or opposite points; a wide range

synonyms: range, gamut, extent, scope, span

TARGET AUDIENCE

Primarily families and individuals, as well as business clients, looking for a "wide spectrum" of insurance products.

TYPOGRAPHY

Minion is used for both the primary and paragraph fonts, though in different weights. It has a classic style, with large apertures to increase legibility, and appeals to a broad audience. Avenir brings a modern touch as the secondary font family; the word avenir is French for "future". It takes inspiration from the geometric style of sans-serif typeface developed in the 1920s with a more organic interpretation. Both fonts are simple, clean and timeless.

LOGO SET

The logo is fresh, modern and versatile. While the graphics are deliberate and purposeful, the meanings are more subliminal. The S icon is based on a simplified depiction of the color wavelength spectrum - not because of a focus on the colors themselves, but because it is the most visual representation of a "broad range." Titles and areas of focus are enclosed within |brackets| stemming from mathematical equations and calculations of the distance between two points, suggesting they are key elements in the company's "full protection formula" for providing their clients with the insurance coverage they need. This feature is to be used minimally, placing a higher emphasis when it is used. The set includes a primary logo (see above), alternate logo and a graphic brand mark (below).

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