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.
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