Identity
Helping a 120 year old insurance company re-define their identity.
Client
Hortica Insurance
Year
2004
Services
Identity
A new name and a new logo identity.
When Florists Mutual Insurance company (FMI) explained their business needs for a new naming and identity, we understood their concerns immediately. Because as it turns out the word “florists” was a bit confusing and very limiting to their potential customers, who include greenhouse growers, landscapers, and, of course, florists. FMI insures essentially anyone who works with plants. And on top of that, FMI is an acronym that is used by another player in the insurance world. All in all, not a good position to market. After many rounds and reviews, the name “Hortica” was chosen and the logo was developed and nicely paid homage to the former FMI logo. We think this is a wonderfully timeless logo mark.