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Brand Vision
Commercial Insurance
2025
MARKETING SYSTEMS
VISION
VALUES
This brand refresh brings Apollo into 2025 with a modern, confident identity that feels both knowledgeable and approachable. It reflects who you are—experienced, dependable, and people-focused. This deck is a starting point, not a finish line. Your brand and website will continue to evolve, and this vision gives you the clarity and flexibility to grow and refine along the way.
Apollo is built on genuine customer care, decades of experience, and a commitment to getting the tough jobs done right. You serve industries where the risks are high and the work is complex—and that’s where you thrive. Clients trust you to be responsive, informed, and fully invested in protecting what they’ve built. Every policy reflects not just coverage, but a partnership built on trust and follow-through.
www.apgen.com
Apollo Commercial Insurance
Apollo’s brand tone is clear, confident, and grounded—speaking with the authority of experience and the warmth of real human connection. It’s professional without being stiff, approachable without being casual. The voice reflects a company that knows its work, respects its clients, and communicates with clarity, care, and purpose. BRAND TONE
Casual
Formal
Warm
Cold
Nostalgic
Progressive
Accessible
Serious
Corporate
Casual
Complex
Simple
Apollo Commercial Insurance
COLOR PALETTE
The updated Apollo palette warms up the reds and balances bright, saturated tones with deeper, muted versions—creating a look that feels professional, upbeat, and welcoming. Inspired by your recent leaflet, we recommend sticking to one neutral hue for cohesion. Adding more yellow is possible, but may muddy the palette.
#FE4725
#2EBEBC
#FFF9F6
warm colors 01
02
03
cool colors
neutrals
#D22B01
#0A4054
#F6E2E0
Apollo Commercial Insurance
LOGO DESIGN
With a fresh logo design, it’s common to get stuck—logos feel personal, and they’re often perceived as the heart of the brand. But here’s the reality: while a logo should reflect certain brand qualities, it’s just one piece of a much broader visual identity. New designs will always spark opinions—and no logo will satisfy everyone. But once it's in use, critique fades into the background (unless the design truly misses the mark). For Apollo, a pictorial symbol isn’t essential. If one is desired, we recommend leaning toward an abstract form rather than a literal representation of insurance, which tends to feel generic or cliché. What is essential is a refined typographic system, modern layout, and an updated color palette. The current typeface feels dated and doesn’t effectively convey Apollo’s values or authority.
Apollo Commercial Insurance
This selection of fonts represents our top recommendations. We suggest staying within the Sans Serif family, as these fonts convey clarity, confidence, and professionalism—key traits for a forward-thinking brand. While serif fonts can evoke tradition and legacy, they may also suggest formality or a more conservative tone. And while Apollo’s history is a strength, the goal here is to signal leadership, innovation, and relevance in a modern, evolving industry.
LOGO FONTS
Apollo
Apollo Commercial Insurance
We can certainly explore other font options, but we chose this one to develop further because it strikes a rare balance: it’s minimal and simple, yet avoids feeling generic. The heavier weight gives it a sense of authority and confidence, while the use of lowercase adds warmth and approachability. Visually, the font sits at the intersection of modern and subtly nostalgic —a thoughtful nod to Apollo’s history and experience. Including the phrase "commercial insurance" alongside the name is another strategic opportunity to clarify your offering and reinforce what you do best.
COMMERCIAL INSURANCE
Apollo Commercial Insurance
VARIANTS
Your logo will be designed with flexibility in mind. Expect it to adapt slightly depending on the application—for example, the weight of "commercial insurance" might be increased for better legibility on a small website header, or adjusted for visibility when applied to something larger, like the side of a van.
COMMERCIAL INSURANCE
COMMERCIAL INSURANCE
COMMERCIAL INSURANCE
COMMERCIAL INSURANCE
Apollo Commercial Insurance
SWAG & STATIONARY
Branded swag and stationery extend your presence beyond the screen—building recognition with every touchpoint. Items like notepads, pens, client folders, or mugs keep your brand visible in day-to-day settings. The bold red adds punch and confidence, while the friendly logo brings warmth and approachability.
Apollo Commercial Insurance
TYPOGRAPHY
Tan St Canard Aa
AaBbCcDdEeFfGgHhIiJjKk LlMmNnOoPpQqRrSsTt UuVvWwXxYyZz 012345678910 Tan Canard was chosen for its bold, impactful presence—it’s both modern and slightly nostalgic. Its rounded shapes add warmth, openness, and a touch of playfulness, while still conveying authority and professionalism. This font is intended for use in the logo only and doesn’t need to appear elsewhere. If applied on the website, it should be limited to one-word titles or minimal, high-impact moments to maintain clarity and consistency.
TYPEFACE
USES
Apollo Commercial Insurance
TYPOGRAPHY
TYPEFACE
AaBbCcDdEeFfGgHhIiJjKk LlMmNnOoPpQqRrSsTt UuVvWwXxYyZz
GARET LIGHT Aa
012345678910
USES
Garet Light is modern and elegant, with a slightly wide structure that gives it a conversational, approachable feel. While it’s not suited for body copy, it works well for subheadings or medium-length sentences that need to carry a sense of presence without feeling heavy.
Apollo Commercial Insurance
TYPOGRAPHY
AaBbCcDdEeFfGgHhIiJjKk LlMmNnOoPpQqRrSsTt UuVvWwXxYyZz
TYPEFACE
TT Interphases Aa
012345678910
USES
TT Interphases is a clean, versatile font ideal for body copy. Its balanced proportions and subtle geometry make it easy to read across digital and print formats, with a neutral tone that feels approachable yet professional. While it’s a strong choice, the body font can be swapped based on what's available on your website platform. Once selected, we recommend sticking with it across all brand materials for consistency.
Apollo Commercial Insurance
TAGLINES
Most companies use more than one tagline, each tailored to different contexts. One might clearly explain what you do, while others highlight the values and service behind it. We can also explore shifts in tone—from more descriptive, explanatory lines to those that speak directly and personally to your audience.
Real Coverage. Real People. Real Peace of Mind. Insurance That Feels Human. Coverage That Feels Right. Insuring Business. Understanding People. Protection You Can Trust. People You Can Talk To. Commercial Coverage with Decades of Experience
You deserve real coverage, from real people, with real peace of mind. Insurance that feels human—because your business isn’t just a policy. We insure businesses. But we never forget the people behind them. You need protection you can trust—from people you can actually talk to. You've built a business. We've spent decades learning how to protect it.
Apollo Commercial Insurance
IMAGERY + ASSETS
It’s important to showcase a mix of imagery—both people at work in the office and the industries you serve, especially demolition. This helps communicate that Apollo is the go-to source for commercial insurance in these real-world scenarios. We’ll need to be thoughtful about balancing imagery, particularly when contrasting industries like wineries and demolition. While this mix could feel disjointed if not handled carefully, it can work well when applied strategically in the right contexts.
Apollo Commercial Insurance
Team photos—whether group shots or individual portraits—aren’t essential, but they’re often worth the effort. While many companies struggle to find time to book a photographer , the impact of professional, authentic imagery is significant. It helps your brand feel current, shows that you care about how you present yourselves, and most importantly, puts real faces behind the messaging. It’s a worthwhile consideration for building trust and connection.
MEET YOUR TEAM
Aaron Loeb
Adora Montminy
Cia Rodriguez
Claudia Alves
Founder
Co-Founder
Insurance Broker
Insurance Broker
Apollo Commercial Insurance
Where do we start?
01
02
03
Build a branded introductory package
Build a branded template for email marketing
Upgrade the Apollo website
Your website is often the first impression— refining it with updated visuals, messaging, and structure ensures your brand feels current, credible, and aligned with your service quality.
Create a polished set of materials—like sell sheets, pitch decks, leaflets, and business cards—to confidently introduce Apollo to new leads and partners with clarity and consistency.
A custom email template extends your visual identity into inboxes, helping every message feel intentional, recognizable, and professionally executed.
COMMERCIAL INSURANCE
Thank you!
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