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Brand Redesign for Fogo Insurance Broker By André Santos

Brand Redesign for Fogo Insurance Broker By André Santos

Fogo is an insurance brokerage and administrator with a different speech. Instead of talking about the risks and dangers, she prefers to talk about a life without the unexpected, with more time for you and your family. A more peaceful and secure life.

“We want to teach Brazilians the role of insurance in protecting their family and property and make more people have access to effective protection in all areas of their lives. Our vision is to create a world where our customers can be confident they are safe.” said the partner and director of the company, Marcelo Ximenes.

The challenge: The company was looking for repositioning and differentiation in the market, offering a 360º service, supplying all areas of need in the customer’s life. Which makes everyone’s world a safer place.

The solution: We created a simple concept that sums up all of Fogo’s new positioning – You safe. All the time. This concept translates the brand’s promise of a service that is personalized, exclusive, and complete.

This concept gave rise to the symbol that is part of Fogo’s logo. This symbol is expressed in the brand’s visual universe as a field of protection and security, but it also refers to the hands of a watch and a complete cycle, that is, time and completeness.

Choosing a monochromatic color profile was also strategic. To differentiate itself from competitors and communicate with the desired audience, we chose black as the main color of the brand, and in this way, we were also able to bring more emphasis to the photographs in the brand’s communication pieces.


  • Agency/Creative: André Santos Design
  • Article Title: Brand Redesign for Fogo Insurance Broker By André Santos
  • Organisation/Entity: Freelance
  • Project Type: Identity
  • Project Status: Published
  • Agency/Creative Country: Brazil
  • Agency/Creative City: Itapema
  • Market Region: South America
  • Project Deliverables: Brand Creation, Brand Guidelines, Brand Identity, Brand Mark, Brand Redesign, Brand Strategy, Branding, Design, Graphic Design, Identity System, Logo Design, Rebranding
  • Industry: Defence
  • Keywords: insurance, insurance broker, branding, rebranding, brand, brand identity, brand design, logo design, security, safety, protection

  • Credits:
    Creative Direction: André Santos Design