Aflac
REDEFINING AN ICON FOR TODAY
Brand identity for the world’s largest supplemental insurance provider.
Brand identity
Digital design
Wayfinding
Film/Motion graphics
Aflac is the world’s largest supplemental insurance provider, internationally recognized for its executive leadership and high ethical standards. Still, the proactive nature and benefit of what the company offered were being lost, with the only brand equity coming from advertising campaigns featuring the Aflac Duck. As an insurance provider, Aflac had to convey that it wasn’t just a company with irreverent ads but a company with a purpose.
To capture the brand idea, “Now Matters,” a new visual and verbal identity was developed. Because the “Duck” was closely associated with the company, it was evolved and centrally positioned within the logo as the primary identifier.
The logo created a sense of immediacy that lent itself to an engaging new visual system with an approachable typeface and a spectrum of colors reflecting “morning to night” — signaling the energy, immediacy, and security Aflac offers its customers day in and day out.
Today, the Aflac Duck is among the most recognizable brand icons globally, commemorated by Ad Week’s “Madison Avenue Walk of Fame.” The company continues to experience impressive worldwide growth.