Frontline Insurance Team

Frontline Insurance Team is an American, Veteran-owned insurance business. They needed a logo that expressed strength and patriotism. The client also wanted a stand-alone, recognizable icon to be utilized for printed merchandise, and social media. With a previous company, the client had liked a design I had previously made, but did not use, that utilized a shield shape with a coat of arms – using that for this design would be a plus.

Starting off with several options for a shield shape, I collaborated with the client and landed on this shape. Instead of just placing an “F” in the center, I cocked it at an angle, to visual tell the story of a single line of combatants flanking two regiments of the enemy.

To really elevate the design and put the patriotism over the top, I created a 5 pointed star in the negative space of the “O”, and turned the “E” into the red stripes from the American flag. The 3 stripes and 2 stripes of negative space also work together to represent the 5 areas of insurance coverage that they offer: 1) Homeowners, 2) Auto, 3) Renters, 4) Recreational Vehicles, and 5) Commercial Business.

“I own multiple businesses and Ben has designed each logo and website. All I do is give him the name of the business and what we do. He always captures the heart of what I am doing by delivering the perfect logo and website that embodies the essence of the company and my personality.”

– John R.