GeneralCologne Re emerged due to the merger between the US-based GenRe and Germany’s Cologne Re, two major reinsurance giants. A new transition identity was created to unite the two companies and be relevant for their global and local markets. Eventually, ‘Cologne’ was dropped to return to ‘GenRe’. We created the logo and identity system, evolving an existing lantern used by General Reinsurance.

 We redrew the lantern to simplify it and integrated it above the ‘n’ letterform in the logotype to form a human figure leading the way forward. As part of the identity launch communications, we created a brand book to educate staff about the merger’s meaning and implications.

Building on the positioning, “The People Behind the Promise, ” the book celebrated the new organization’s most valuable asset: its people. The book focused on individuals within the company and their professional and personal lives. Each of their pastimes, hobbies, or interests was used as a metaphor for the spirit and attributes of the new brand.

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A collection of some of the logos I have created over the years.