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The identity of the new company born from the merger of Phoenix Mutual Life Insurance and Home Life Insurance needed to preserve identification aspects of both organizations, present a union of equals, and convey a focus on the future.
Kass Uehling designed an abstract interlocking symbol to convey the new, equal partnership and combined it with a fresh logotype for the selected name, Phoenix Home Life. We also developed a system to translate the identity throughout all corporate and marketing communications and produced a standards manual.
Kass Uehling
333 Seventh Avenue
New York, NY 10001