Founded in 1904 by members of the Wisconsin Retail Hardware Association to
provide insurance for its members, today Sentry Insurance has grown to become
one of the largest and most secure mutual insurance companies in the nation.
Headquartered in Stevens Point, WI, the company has 4,500 employees, more
than $14.7 billion in assets, a $4.4 billion* policyholder surplus, and an A+
(Superior) rating from A.M. Best, the industry’s top insurance evaluator.

Sentry realized its brand was not an accurate reflection of who they really were
and how they conducted business. The ideas of strength, protection and vigilance were table-stakes in the insurance industry. And the image of a solitary military
figure holding a gun felt counter-intuitive to a brand whose core strength was
found in the expert conversations it had with customers and the relationships it
cultivated. The company’s identity felt too corporate, conservative, sometimes cold
and out-of-step with the times.

While Captain John Parker served Sentry well for over 50 years, the company
engaged FutureBrand in 2015 to help modernize their brand expression.

Sentry’s modernized brand identity is rooted in a core idea called “Strength
through relationships.” Where the old identity emphasized a monologue of outward
strength, the refreshed identity promotes dialogue, collaboration, partnership and
expert conversation. Sentry’s core differentiator is that their people are business
people, too, who serve as an extension of their customer’s businesses. But more
importantly, they take the time to get to know their customers on a first name
basis, listen to their unique business needs and work together to create insurance
solutions that are custom fit, never cookie-cutter.

Logo
Our logo honors Sentry’s history of partnership and collaboration. A dual-piece
symbol reminiscent of the timeless yin and yang, each side forms one section of a
greater ‘S’—a greater Sentry. Because we know that there are two equal parts to
every conversation. So it’s only fitting that our logo not only celebrates our own
identity— it celebrates the ongoing dialogue we encourage with our customers, too.

Typography
Our typefaces, Kievit Slab and Kievit, feature sturdy, yet approachable serif
letterforms, and come in a variety of weights, give us ideal flexibility across
applications of all types and sizes.

Graphic element: “The quotes”
Our logo, and the peer-to-peer conversations we use to communicate with our
customers, inspired our graphic element. Called “the quotes,” it’s made up of our
logo’s symbol shapes pulled apart as a framing device for more emotive,
conversational content. Because when you mean what you say, you put it in
quotes. And on the record.

Color palette
Long-lasting relationships—the kind we form with our customers—deepen and
become richer over time. Sentry’s color palette embodies this evolution. That’s why
we’re moving forward with a more expressive palette built around color pairs. Like
an initial handshake, our primary blue and dark blue colors are the entrance point
promise into our brand. And our secondary palette—consisting of six
complementary color pairings—expands to help communicate the dynamic nature
of collaboration.

Imagery
The idea of cooperation and collaboration drives our imagery and photography
style. From real-life pictures of coworkers brainstorming over coffee to more
metaphorical shots of classic combinations like peanut butter and jelly, the
common thread that connects everything is partnership.