Danish insurance company Codan decided to challenge conventional industry thinking and change their point of view.

Facing reality -
Insurance companies are generally perceived as unhelpful, arrogant, and inflexible. And insurance is complicated. We all know that. Good insurance takes hard work, deep knowledge, complicated models and a dynamic understanding about the direction society is taking.

But in the end insurance is about people, for people. To make them feel safe and to prevent accidents from happening in the first place. And to make sure that if an accident does occur the situation will not evolve into a catastrophe.

A change of perspective -
Realizing all this, Danish insurance company, Codan, decided to take responsibility and to ambitiously turn it all around. To fundamentally change their attitude and approach. From now on everything starts and ends with the customer. Because by truly understanding their customers – in all their differences, preferences and various life styles – Codan will be able to deliver the right solutions, even before the solution is in demand. This way Codan may take the position of the insurance company that really sees the world from the point of view of their customers.

The new Codan -
Codan’s new visual identity translates this strategy. If Codan is to see the world from their customers’ point of view, Codan is of course many colors. To reflect and express the diversity of people and the different lives they are living. And naturally, the images are authentic and show real people we can all relate to. Accompanying the new, straightforward logo are two new typefaces custom-made for Codan adding personality and character to the brand – a friendly, characteristic typewriter font and a simple sans font.

All in all, the new Codan is human, personal and easy to understand.

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