Howden’s brand gets an iconic redesign
Iconic has put a bold promise at the heart of Howden Insurance Broker’s brand refresh. The new identity positions Howden as one that solves the toughest problems.
Howden Insurance Brokers, part of Hyperion Group, has enjoyed strong growth over the last 15 years and they now have operations in 14 territories and 39 local offices. They appointed Iconic to undertake an in-depth examination of business strengths and market perceptions.
Iconic carried out a number of interviews, workshops and desk research to develop a core promise, market position and USP which positioned Howden as the insurance broker who solves the toughest problems for their clients. This appealed to their position as a niche insurance provider and to their inherent entrepreneurial culture.
The idea to choose a lower case font for the logo helped to bring the strategy to life visually. It is straightforward and represents a brand with a clear attitude towards how they do business. Highlighting the word ‘how’ in the name underlines the positioning and promise that Howden knows “how it’s done”. It demonstrates a confidence and strength in Howden’s know-how and expertise in the industry.
In a market where jargon and stereotypes reign, this marks a refreshingly different position. Howden’s attitude is communicated with bold statements and a play on words such as:
A consistent and coherent brand roll-out across all locations will strengthen Howden’s position as well as help to further unify their company culture. The brand has been developed from the inside out, making it authentic and emotionally resonant. It will support Howden’s business growth even further.
Richard Elias, Howden’s Chairman, commented: “This is the best brand development I’ve seen in many years.”