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Fueled by the curiosity of a startup and backed by insurance giant Allstate, Arity is an insights and technology company. Backed by nearly 9 decades of driving data, the new company needed to establish itself early on as a leader by clearly communicating its strengths, capabilities and differentiating factors at each touchpoint. This meant both leveraging its strengths coming from a legacy company, while also playing up its fun and disruptive startup personality.
Prior to launching the company, Arity needed to first define itself as a brand. The first manifestation of which was brought to fruition by a smart, stand-apart wordmark. The wordmark is meant to support simplified brand recognition as the company launched and continues to grow. Serving to introduce the company and its unique vision, the Arity identity is warm and approachable, yet bold: A divergence from a category of otherwise mechanical branding. Specifically, with all-lowercase, bold lettering and customized letterforms, it features two dots—a nod to the unexpected insights the company is uncovering and applying to revolutionize the transportation ecosystem.
As Arity continues to roll out its offerings, the wordmark inspires a larger brand system, supporting both short- and long-term growth into digital and 3D platforms, including the company’s website.