Esurance's new brand

[BrySmalls]

Old:

New:

After many years of showcasing the adventures of its pink-haired spokesperson Erin Esurance, the company decided it was time to turn the cameras around and show the human side of Esurance.

Esurance President and Chief Executive Officer Gary Tolman said, "We've leveraged great brand equity in Erin over the years, and she's played a significant role in making us the third-most shopped auto insurance brand among online consumers. As Esurance continues to grow, we're expanding our target customer base and want to show consumers that our company offers not only innovative technology, but also superior around-the-clock customer service."

Chief Marketing Officer John Swigart said, "Consumers told us they felt they had to compromise when making their auto insurance buying decision, having to choose between useful online tools or personalized, human interaction. However, they are really looking for a company that will provide them the best of both worlds: great technology along with a human touch."

He continued, "Since Esurance has been providing that kind of experience since our earliest days, it was a great opportunity to highlight how we can meet consumers' needs. Our core strengths are reflected in the ads and a new tagline? 'people when you want them, technology when you don't?.' It's a simple concept, but one that Esurance is strongly positioned for."

As part of its updated brand positioning, Esurance also changed its logo and created a new brand identity system. Swigart noted, "Our new brand identity is modern and friendly, and conveys the approachability of Esurance."

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[Audiodrama]

Huge downgrade. They completely lost their identity. (In the wrong way.)

[Lights Out]

From one bland, generic logo that says nothing about the company, to another.

[andrewharrington]

At least they dumped that steaming pile of a logo they had.

[PokealypseNow]

Well, the went from one ugly, cheaply made logo to a boring and generic cheaply made logo.

Don't think they came out ahead here.

[DG_ThenNowForever]

What about the purple-haired girl?

[epper]

I don't get it. The typography isn't all that bad but it just looks like a terrible speller tried typing "assurance". At least carry over the "e" in a different colour from the original.

[BrySmalls]

What about the purple-haired girl?

I've heard that Esurance wanted to see other women. Though this may have had a part in it:

"She is one of the lowest rated corporate mascots in our survey. Her appeal number of 18% (22% for males) is well below the category average of 33%, while her total awareness at 13% is far below category average of 37%."

[DustDevil61]

Well, according to the article, part of it was that Erin became quite the porn star. Maybe she got AIDS?

[north dakota]

Terrible logo.