New brand identity for HUK-COBURG:

Stuttgart, 09/09/2024 (Press Release) With its extensive expertise in the development of modular design systems and brand management, Strichpunkt has modernized and flexibilized the brand design of the HUK-COBURG insurance group and made it fit for the future. The company commissioned Strichpunkt to consolidate its brand positioning in the mobility and insurance industry. HUK-COBURG is the largest car insurer in Germany with almost 14 million insured vehicles.

The focus of the realignment is the modular design developed by Strichpunkt, which gives HUK-COBURG a high degree of flexibility in brand communication and ensures a uniform look across all channels - digital, print and physical touchpoints. The first results of the comprehensive strategic process are now visible: HUK-COBURG's new brand identity is a clearly noticeable modernization without disregarding the brand's history. The colors have become stronger and brighter: black has been replaced by a deep midnight blue. The new yellow is brighter and more vibrant. In combination, the new colors distinguish HUK-COBURG more clearly from the competition. The HUK-COBURG shield continues to play a central role. It has been further developed into a modern design element that can be used flexibly in illustrations and as an image and graphic mask. The new logo has been designed to be much more compact, clearer and optimized for digital touchpoints, and the duplication of HUK in the lettering has been reduced. In collaboration with the type design studio Character Type, the new corporate typeface “HUK Sans” was also developed, which is closely related to the new logo lettering. The concept of the shield is also reflected here. A new, lively graphic style and a modern and authentic visual language round off the new brand identity.

Jörg Quehl, Head of Marketing at HUK-COBURG: “The demands on the brand image have changed significantly in recent years. The new CD visualizes the core themes of HUK-COBURG, insurance and mobility, even more accurately across all channels. The modular design system ensures a uniform brand presence across all our customer contact points. The core of the HUK-COBURG brand remains unchanged: Security and partnership are still our strong values. Overall, the design refresh underlines our increasingly digital orientation.”

Nico Wüst, Head of Design Systems at Strichpunkt: “There is a lot of movement in the mobility environment. Providers have to adapt to the increased demands of their customers. Customers today expect a simple, uncomplicated brand experience. With the new appearance of HUK-COBURG, we have made the traditional HUK-COBURG brand more future-proof and modern without changing its DNA too much. A result that we and our customer are very proud of.”