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Reconceptualizing legacy & trustworthiness withEthniki Insurance

The first insurance company in Greece, founded in 1891 and leading the national insurance landscape ever since. In 2023, Ethniki Insurance decided on the need for a new website, aspiring to modernize and re-introduce its human-centered solutions and long-established assets to wider and younger audiences. Pivoting the project scope by highlighting the value of a holistic visual and verbal refactoring, 5 months later we presented a radically new solution; a comprehensive brand identity that would address our times, align with the company’s history, and ultimately reflect its core values of trust and integrity with simplicity and transparency.

Elevating continuity to the strongest trust asset

Logotype Redesign

Transition to the new brand era of Ethniki Insurance

What makes people choose one insurance company over another?

That was the simple yet definitive question we addressed at the kick-off of our design process for Ethniki Insurance’s new identity. 

All the reasons we listed circled back to a single one; trustworthiness - the ability of an organization to inspire confidence and certitude with stability and transparency. Diving deeper into the qualities that bring trust forward, we found legacy - an entity’s enduring experience and impactful presence at critical moments through times. 

That’s where we marked Ethniki Insurance’s major advantage that defines its unique positioning. Proven by its 100-year history and impactful support during some of the country’s most critical moments, Ethniki Insurance’s legacy as its strongest asset was indisputable. 

At that point, we traced back Ethniki Insurance’s history and searched among its most fundamental elements. Our objective was to find the ones with the greatest and most meaningful potential to be elevated into solid, contemporary and dynamic assets for a new yet cohesive communication in both physical and digital applications. 

Ethniki Insurance's logotype from 1980 to 1997
Ethniki Insurance's logotype from 1980 to 1997
Previous logotype, until January 2023
Previous logotype, until January 2023
New logotype, February 2024
New logotype, February 2024

Flipping through archive corporate documents, we came across our starting point; one of the oldest and most emblematic logotypes in the history of Ethniki Insurance’s brand. 

After digitization and a thorough study of its qualities and structure, we proceeded to the construction of a new logotype that makes for a simplified, contemporary and digital-friendly version that ensures continuity and recognizability with respect for the company’s legacy.

The result was a completely fresh take on Ethniki Insurance’s main and most characteristic visual element, embodying the company’s evolution and considerate transition towards simpler processes and cutting-edge solutions, while remaining loyal to its core values; human-centricity, integrity, and innovation.

Signage design based on special-use logotype version
Signage design based on special-use logotype version

HØLY did an impressive job making the best out of this colossal name of Ethniki Insurance and helping us take it to the next day.

Robert K. Gauci

/ CEO at Ethniki Insurance

Logotype system development for Ethniki Insurance

While the double-stripe composition becomes Ethniki Insurance’s new main logotype, a series of existing and upcoming sub-brands dictated the need for the creation of a logotype system that could represent each entity in an equally wholesome, consistent and recognizable way while meeting functionality and accessibility standards across applications. 

In the framework of this system, Ethniki signature maintains the double-stripe structure, ensuring continuity with the main logotype, while sub-brand alternations adopt the main typeface, allowing for flexibility and functionality no matter the occasion.

Brand application of logotype version with claim
Brand application of logotype version with claim

Symbol Design

Showcase of Ethniki Insurance's symbol mechanics
Symbol design implementation on digital application
Symbol design implementation on print application
Symbol design implementation on print application
Symbol design implementation on web application
Symbol design implementation on web application

Digging into the qualities of Ethniki Insurance’s most widely recognizable elements, a second challenge for us was to preserve the brand’s long-established symbol, deriving from the letter θ (“theta”) of the brand’s Greek name, and reposition it in a functional and meaningful way. 

Previously unsystematic and merely decorative, Ethniki Insurance’s symbol now gets featured as a constructive brand element, working both as a stand-alone symbol and as content’s supporting element. More specifically about the latter case, Ethniki’s re-invented symbol appears at the superscript position to practically stamp on everyday yet brand-sensitive keywords, and associatively familiarize audiences with the deeper values the brand represents in a more human-centered but also confident and reassuring way. 

Product Branding

Transition from brand logotype to product icons system design

Ethniki Insurance’s rebranding was much more than highlighting legacy and building a strong concept that could enable more effective brand awareness. It was also about communicating insurance products as solutions and creating a consistent system that could effectively address all the performing sectors in a consistent, cohesive and recognizable way.

By the time we had landed on the structure of the new main logotype, we revisited the details that could work as foundations of a secondary language, appropriate for product-focused yet customer-centric communications. 

Product icons for Life, Home, Health and Transportation insurance
Product icons for Life, Home, Health and Transportation insurance
Product icons for Civil Liability, Investments & Savings, Business & Cyber Security insurance
Product icons for Civil Liability, Investments & Savings, Business & Cyber Security insurance
Business insurance icon, Detail
Business insurance icon, Detail
Home insurance icon, Detail
Home insurance icon, Detail
Health insurance icon, Detail
Health insurance icon, Detail

To create a comprehensive icons system for Ethniki Insurance’s products, we maintained the logotype’s stripes for continuity and consistency, and applied rounded corners and smoother connections for familiarity, friendliness and approachability.

The final result comprises a complete system of icons to cover all individual-focused and business-oriented product categories, while also reflecting the care, the protection and the complete coverage offered through the different available plans.

You are rarely given the chance to radically redesign the identity of such a historic and long-established organization. With a 123-year history and over 1 million customers, Ethniki Insurance finally has an identity that resonates; a contemporary, flexible and accessible visual system, that was warmly received by the company’s core, as well as partners and customers.

Odysseas Galinos Paparounis

/ CEO, Creative Director & UI/UX Lead Designer at HØLY

Product iconography implementation on ATL advertising
Product iconography implementation on ATL advertising

Brand Assets

To fortify Ethniki Insurance’s identity in all aspects, our design process moved forward with defining the complementary assets that would govern the company’s presence across physical and digital applications. 

To meet the company’s goal of achieving a contemporary, agile and more youthful positioning in the insurance industry, we created a wide and vibrant color system, including both defined color sets for consistent product branding and suggested combinations for flexibility and diversity in several brand communications. 

Brand color palette composition, part 1/2
Brand color palette composition, part 1/2
Brand color palette composition, part 2/2
Brand color palette composition, part 2/2

On a typographical level, the selection of Neue Haas Unica enables clean communication, thanks to the typeface’s classic, stable and humanistic character that promotes human-centric and clear messaging while ensuring legibility for both short headings and longer paragraph texts. 

At the same time, the creation of all brand assets on a well-structured grid allows not only for proper hierarchy that facilitates readability but also for consistency and clarity that guarantee recognizability and effective communication.

Implementation of grid design on brand campaign material

Brand Implementation

With the new logotype system and the wide brand assets library at hand, our partnership with Ethniki Insurance moved forward with the brand activation, a streamlined and thoroughly orchestrated process that guarantees a smooth transition to new communication practices and proper application of the new style guides. 

For its first phase, brand activation included the creation of a series of applications, such as stationery, corporate documents, presentation and social media post templates, whose main goal was to facilitate the easiest possible adaptation of content as per the company’s needs for internal, partnership-oriented, or customer-focused communications.

Ad design for B2B communication
Ad design for B2B communication
Stationery design
Stationery design
App UI design introducing the new digital era of Ethniki Insurance

A major and crucial part of our partnership with Ethniki Insurance regarded the creation of a radically new web presence, requiring our closest collaboration with the company’s Marketing, Sectoral and IT teams. The main objective was not just to extend and apply the identity’s principles to the digital world, but to build a user-friendly and accessible web experience that meets high-performance standards and allows for cost-effective implementation and scalability.

Read more about Ethniki Insurance’s website building on the UI/UX tab.

App UI design putting user support first
App UI design putting user support first
App UI design empowering users with accessible solutions
App UI design empowering users with accessible solutions
App UI design ensuring instant overview of what’s important
App UI design ensuring instant overview of what’s important
UI Design for Health insurance product page
UI Design for Health insurance product page

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Project Information

Partner

Ethniki Insurance

Company Type

Established

Industry

Insurance

Since

1891

Country

Greece

Services

Logotype Redesign, Identity Design, Brand Language, Custom Typeface Design, Brand Assets Design, Iconography, Website UX/UI Design, Website Copywriting, Website Development, Video Animation

Year

2024

Project Team

Creative Direction 

Odysseas Galinos Paparounis (Lead)

Anthony Kwiatkowski 

Identity Design

Anthony Kwiatkowski (Lead)

Guzmàn Fernandez

Iliana Galazoula

Konstantinos Kazakas

Patricia Cárdenas Mayoral

Olga Mularczyk 

Typeface Design

Anthony Kwiatkowski (Lead)

Olga Mularczyk 

Brand Language & Copywriting

Penny Gerou

Iconography

Anthony Kwiatkowski 

Website UX/UI Design

Odysseas Galinos Paparounis (Lead)

Anthony Kwiatkowski 

Dimitris Papadimitriou 

Website Development

Chris Gotsikas (Lead)

Ronak Baldha

Project Management

Fivos Galinos Paparounis (Lead)

Olivia Melliou

In Collaboration

Video Animation Design

Nick Mavrokefalidis

Video Sound Design 

Maciej Waleszczyk

Editorial Design

Argyris Athanasiades