Project: Logo & Brand Identity for Harbour & James Insurance

Harbour & James Insurance is a UK-based insurance business providing clear, reliable cover for individuals and small businesses. The company focuses on trust, transparency, and personal service—removing the confusion and coldness often associated with insurance.

The brand should feel professional and credible, but also modern, human, and different from the typical “corporate blue” insurance brands.

Project Objectives

To create a confident, recognisable brand identity that:

• Communicates trust, security, and expertise

• Feels modern and premium, not generic

• Sets the business apart from traditional insurers

• Appeals to both personal and commercial customers

Key words: Secure, clear, dependable, human, refined

Visual Style Direction

The identity should be:

• Clean and contemporary

• Corporate, but with warmth

• Should stand apart from the generic blue/grey/green seen often in the insurance industry

Design cues:

• Subtle graphic motifs (anchors, lines, architecture, or abstract protection symbols)

• Avoid clichés: no generic shields, swooshes, or stock icons