Project Overview: ARC Brand Identity Development
Objective:
To create a distinctive and strategic brand identity for ARC, a B2B risk and compliance software provider specialising in credit insurance solutions.
Approach:
The brand identity was developed following an in-depth discovery process with key stakeholders, including a Brand Sprint to clarify ARC’s purpose, values, and market positioning. This insight-driven foundation ensured that the visual and verbal identity would authentically reflect the company’s expertise, innovative approach, and unique market position.
Key Considerations:
ARC identified innovation, integrity, and affordability as its core brand values. While affordability is a crucial part of ARC’s value proposition, it stems from a commercial advantage within its operating model: as a bolt-on product to the CORE Credit Insurance broking house, some costs are offset by the wider business. As such, affordability is expressed through pricing strategy and messaging rather than visual identity.
Visually, the brand identity prioritised communicating innovation, integrity, and authority — with authority emerging as a vital attribute for credibility in a highly regulated, risk-averse market. The design language needed to project confidence and leadership while reflecting ARC’s forward-thinking approach.
Brand Identity & Logo Rationale:
The final brand identity balances ARC’s values and market context through carefully considered design elements:
Innovation: The wordmark uses implied connectivity within the letterforms — gaps the brain instinctively completes — to symbolise problem-solving, forward-thinking, and futuristic design. Gradients convey adaptability and continuous evolution, while a bright, contrasting accent colour introduces vibrancy and energy across both the logo and brand applications.
Integrity: Bold, structured letterforms with dynamic, repeating angles convey unity and clarity. The palette of deep blue and teal reinforces transparency, trust, and reliability.
Authority: While not a formally stated core value, authority surfaced as a critical brand attribute through the strategy process. The decision to let the wordmark stand alone, without a supporting icon, underscores ARC’s confidence and leadership position. Clean, minimal execution and authoritative colour choices align the brand visually with trusted, established institutions, balancing its innovative positioning with essential gravitas.
Outcome:
A cohesive and contemporary brand identity that positions ARC as a trusted, future-focused partner in credit risk technology. The identity captures the company’s industry expertise, innovation-led ethos, and inherent authority, while affordability is strategically delivered through ARC’s pricing model and its integration within the wider CORE business, rather than visual design.