Digital language
A semicolon and a less-than sign.
Kudusure / Brand identity / Insurtech
Giving an insurance
technology business a clear identity
Giving brokers more room to focus on clients is central to Kudusure's proposition. The visual identity and application concepts in FGX's portfolio express that purpose through a mark drawn from code and a consistent graphic style.
Application concepts
01 / The challenge
A new business with a specific ambition
Kudusure is developing insurance technology for brokers. Its stated ambition is to use AI to simplify compliance, support day-to-day operations and turn complex information into useful insights. The intended benefit is more room for brokers to focus on their clients.
The identity direction pairs a clear connection to technology with the broker relationship at the centre of Kudusure's stated proposition.
02 / A clear direction
Technology with
a human purpose
Broker operations
An ambition to make complex information useful.
Client relationships
More room for brokers to focus on clients.
03 / The language of technology
Make the proposition
visible in the identity
The mark takes the language of technology as its starting point. A semicolon and a less-than sign combine to form a stylised K. These familiar elements of code and markup give the symbol a direct connection to the business's technical focus.
The choice also connects to Kudusure's purpose. Punctuation gives information structure; the identity uses that idea to represent an ambition to make complex information useful. The semicolon introduces continuity as a theme, linking the technical mark to the ongoing relationships the business intends to support.
;+<
The building blocks
of a distinctive K.
of a distinctive K.
Clarity and structure
Punctuation as a way to organise information.
Continuity
An ongoing broker relationship.
04 / A brand built to show up
Carry the idea
into practical applications
Deep teal and vivid lime carry the symbol and wordmark into the application concepts. The business-card mockup shows how the identity can introduce the business in a professional setting. Enlarged elements of the mark also become graphic shapes, giving the design a visual language beyond the logo itself.
The social concepts combine those shapes and colours with photography of people. This brings the human side of the proposition into the presentation. Merchandise mockups apply the same identity to caps and tumblers, showing how the mark can appear across physical materials as well as communications.
05 / The identity direction
What
the identity work established
The work brings Kudusure's stated ambition into a consistent visual direction: a symbol connected to technology, a defined colour palette and a set of application concepts. The same idea carries from the business card to social creative and merchandise, giving the business a coherent way to present itself.
Business-card mockup
Symbol and wordmark in a professional setting.
Social creative concepts
Photography, colour and graphic shapes.
Merchandise mockups
Caps and tumblers carrying the identity.
The identity and application concepts give a visible expression to Kudusure's proposition. Its goals for simpler compliance and stronger broker operations remain product ambitions.
06 / Looking ahead
Bring your
proposition into focus
If you are introducing a technology business, your identity needs to help people understand what the business is there to do. Speak to FGX about turning your proposition into a clear visual identity.
Discuss your brand identity