Insperity | Marketing Material
Once the final Insperity logo was decided, the next initiative was designing and creating the marketing materials. Luckily there wasn’t a strong visual tie to this element of the project as there was to the logo. A wide range of options was presented, but the option that resonated most with the project team was one that continued the story told by the logo.
The bracket (or speech bubble, depending on which way you look at it) subtly hints toward the wide range of offerings that the new Insperity provides, as well as suggesting the beginning of a new conversation. This element spans across a wide variety of materials, ranging from the business card to pocket folders. Its flexibility allows the bracket to be utilized both vertically and horizontally. Paired well with a italic slab serif and modern sans serif, the predominant use of the contemporary, approachable primary and secondary color palettes allows the Insperity team to tell a welcoming story without overwhelming the viewer.
Contributed by Nick Irwin
Insperity | Sparking a New Visual Design
Administaff loved their octagon icon, from the shape of their receptionist desk to the rings made for the founders, the octagon was literally everywhere. This presented a huge challenge, not only logistically, but also in the ingrained passion behind the icon. Therefore, Addison Whitney's initial goal in the early stages of the visual branding development process was to show a wide range of options that presented several opportunities for the new Insperity brand to have an ode to the previous logo at some level. Throughout a couple of rounds, one concept kept on rising to the top and seemed to be a perfect transition from the previous Administaff logo.
The new logo features a web/spark/compass icon that highlights the idea of alignment. The different segments signify how the company offers several business performance solutions for a wide range of companies. The design branches outward to show continued growth and confidence. The color palette was perceived as refreshing and eye-catching. To balance out the more modern colors is a stable, traditional typeface that has several curves that match that of the icon. Overall, the new identity lays a foundation for a fresh, energetic visual brand that truly matches the devotion and passion for prospering businesses and communities found within each Insperity employee.
Contributed by Nick Irwin