Acko is a digital insurance company in India known for its modern and customer-friendly approach. Designing Acko’s brand identity and logo required capturing those qualities. The logo design for Acko is a bold, lowercase wordmark with a distinctive style – the letters are round and friendly, and the “o” has a playful smile-like curve inside it (if you look closely), giving a subtle nod to making insurance a happier experience. Choosing a lowercase format and curved forms was intentional to appear approachable and digital-savvy, breaking away from the stiff, traditional imagery of legacy insurers.
The color palette of Acko’s identity uses bright violet-purple combined with a vibrant green. These non-traditional insurance colors signal innovation and freshness. Purple suggests creativity and trust, while the green adds a sense of growth and optimism – together they make the brand pop in a sea of staid blues that competitors might use. This color choice is important because it helps Acko stand out in marketing and app icons, and it appeals to a younger demographic that Acko targets.
In creating the brand identity, designers likely also focused on versatility – ensuring the logo looks clear on a small mobile screen (for app and web use) and on large billboards. The simplicity of the Acko logo (just the name with a swooshy enclosure shape) was important so it’s instantly recognizable and legible at any size.
Beyond the logo, the overall identity design included developing a visual language that matches Acko’s promise of making insurance easy. For example, using friendly illustrations or iconography in the same style as the logo (rounded shapes, cheerful vibe) in their app and website. The typography in their materials would be modern and clean, complementing the logo’s roundness (maybe a sans-serif font that’s easy to read on screens, reinforcing a modern feel).
All these elements – logo, colors, type, imagery style – come together to ensure that whenever someone interacts with Acko, they get a consistent impression: that Acko is not a boring, complicated insurance firm, but a bold, fresh, trustworthy friend in the insurance space. That consistency and clarity in brand identity is crucial for building recognition and trust, especially as Acko is a newer entrant aiming to disrupt an old industry. The strong identity helps Acko embed itself in customers’ minds and differentiate from traditional competitors.
