Last Monday, June 20, the Dutch insurance company FBTO launched a new brand strategy and a new corporate identity. The logo was revealed in a cermony where a new sign was uncovered on top of FBTO's headquarters in Leeuwarden. Behind the new corporate identity stands Amsterdam branding agency VBAT.
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In the new logo, the O has been coloured in all the colours of the rainbow, which the company's describes as the letter "literally coming to life". It should stand for "your own choice, very close, very direct". The brand positioning talks about living freely and not worrying about risks in one's life.
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