Introduction

With the new logo and identity now introduced, ACKO, the digital-born insurance company, marks a rare milestone in its history. Refreshing the brand under Leo Burnett’s conceptualization aims to strengthen ACKO’s innovations and customer-obsessed insurance solutions. Acko change their logo for more trust on this company and it’s a insurance company.

A New Logo: The Designers Were Inspired by the Mobius Strip

Inspired by the Mobius strip, the logo draws its conception from infinite trust and an everlasting association with its customers. The one-sided surface helps portray inclusivity, coexistence, and the spirit of undeterred dedication. The contemporary and bold design showcases the original purple color aptly representing the dynamism and innovation of the company.

Brand Positioning and Vision

According to Ashish Mishra, Chief Marketing Officer at ACKO, ACKO has always been about rewriting the rules of insurance.

With this new identity, we’re taking a bold step into the future, where our brand is a simple extension of our mission: making insurance easier and a better experience for our customers.

As Prateek Malpani, Head of Brand at ACKO points out, Our refreshed identity reflects who we are today, and most importantly, where we aspire to be tomorrow. It is bold, fresh, and fearless just like the disruption we have brought to the insurance industry since day one.

Updating Brand Guidelines and Digital Presence

Besides the logo upgrade, ACKO has also upgraded its brand guidelines, website, and other promotional materials to speak about the transformation.

The company wishes to assert its position in the digital world, especially amongst consumers who are young, tech-savvy, and seek to benefit from efficiency and convenience.

Embracing Change and Innovation

While simultaneously protesting for the land right of the community, Acko welcomes innovative changes in the insurance industry in India, therefore redefining insurance in India and establishing itself as a contemporary and active player in the industry.

The current logo and brand identity symbolize ACKO’s forward march in bringing peace of mind to millions of customers by protection, preservation, and prosperity.

What was the Reason behind Changed Logo ??

1. Conceptualization and Design

• Mobius Strip as Inspiration: The new design of the logo was modeled after the Mobius strip, which conveys infinite trust and an uninterrupted relationship between ACKO and its customers. The design of the logo was then arrived at through different experimental ideas in creating a slender and imposing statement while maintaining the signature purple color of the company.
• Collaboration with Leo Burnett: The new logo and brand identity for ACKO were conceptualized and designed in conjunction with the reputed creative agency Leo Burnett.

2. Brand Positioning and Vision

• Reflecting Core Values: The new brand identity is in accordance with the mission of ACKO, which is to simplify and better the insurance experience. The logo reflects ACKO’s promise of continuous support and innovation.
• Connecting with Internal Teams and External Stakeholders: Communicating the new brand vision to both internal teams and external stakeholders so that they become aligned and aware.

3. Updated Brand Guidelines

• Consistency Across Platforms: Updating brand guidelines laying down the new logo and visual elements to be used consistently across platforms.
• Revamping Digital Presence: Doing an overhaul of websites, marketing collaterals, and digital assets so that they express the new brand identity and carry a holistic experience for users.

4. Customer Experience Enhancements

• User Interface Ease of Use: Enhance user interface experience and simplify processes for the convenience of customers to procure insurance without hassles.
• Customer-Centric Approach: Aim to improve the overall customer experience under the new identity.

5. Continuous Innovation

• Future Product and Service Launches: Preparing to launch new products and services powered by technology, making insurance personalized and hassle-free.
• Customer Satisfaction and Disruption in the Insurance Industry: Further reinforcing dedication to customer satisfaction and disruption in this industry.

The Activity and Specialization of ACKO

1. Digital Insurance Solutions

ACKO, using technology, provides a seamless and efficient insurance experience. Being a digital-first insurer, it sells policies entirely online, making the buying, managing, and claiming process smack-on simple and devoid of stress.

2. A Wider Spectrum of Insurance Products

• Car Insurance: Comprehensive and third-party liability car insurance with options for add-ons like zero depreciation, engine protection, and roadside assistance.
• Bike Insurances: Two-wheelers insurance with coverage similar to that of car insurance.
• Health Insurance: Plans that cover medical expenses, hospitalization, and wellness benefits.
• Travel Insurance: Policies that protect against travel-related risks like trip cancellations, medical emergencies abroad, or lost baggage.
• Employee Health Insurance: Health insurance plans tailored to the needs of businesses to provide health coverage to their employees.

3. Customer-centric Orientation

• Instant Policy Issuance: Policies issued quickly, without much paperwork.
• Simple Claims Process: Claim filing and processing is streamlined, with minimal documentation being acceptable.
• 24/7 Customer Service: A dedicated customer service team to assist policyholders with queries and concerns.

4. Innovative Partnerships

Ride-hailing Service Companies: Provide insurance coverage for passengers during their trip using Ola and Uber.