Abacus Insurance


Logo and brand identity redesign project for Abacus Insurance Brokers. Abacus Insurace was the first American online insurance brokers, and the rebrand is part of their continued efforts to refresh their image.


I also created the tag line for the new Abacus logo, “Intelligently Delivered.




The Abacus Insurance Logo Designed

An image strip (below) showing how the new Abacus logo mark came to be. Cropping in on the middle portion of the initial A, and using this as the brand mark. The same font was used for the logo mark, as is used in the brand name, so that the downward angles are exactly the same.

Abacus Insurance Logo & Brand Identity Design LogoConstruction

Abacus Insurance Logo & Brand Identity Designed by The Logo SmithAbacus Insurance logomark design by imjustcreative

Abacus Insurance logo designed by imjustcreative


Abacus Insurance Website

Abacus Insurance Exhibition Booth Concepts

Abacus Insurance Exhibition Booth ConceptsAbacus Insurance Exhibition Booth ConceptsAbacus Insurance Exhibition Booth ConceptsAbacus Insurance logo design by imjustcreative


About Abacus Insurance

Abacus Insurance is an online managing general agent for specialty insurance products distributed exclusively through the abacus.net platform.

We specialize in integrating different lines of business from multiple insurance companies into a best of breed insurance program.

Our programs are available nationwide through a network of over 4,000 retail insurance brokers.

Through the Abacus platform, brokers perform all aspects of the insurance transaction including quoting, order placement, policy issuance, and endorsing.

We are passionate about improving the insurance process and firmly believe that insurance should be Intelligently Delivered ®.


Client Testimonial

“We approached Graham at a pivotal time for our company. We struggled with conflicting opinions about how to best position our business and unique software platform in the insurance marketplace. And what direction we should be taking to continue our growth.

Before starting on the logo design process, Graham helped us tremedously by firstly getting us to focus on a core message. For Graham, it was clear this was not just about designing a logo for us, but also help us define our new brand, something we had not expected as part of the initial project scope.

We needed a new logo and brand identity design that would convey in a simple way exactly what we stand for. The concept of “Insurance Intelligently Delivered” has been our driving force ever since. We have rallied our employees, business partners, and customers around that phrase. And it is our continued call to excellence.

Graham’s logo design process, and meticulous attention to detail, created for us a logo and branding that has far exceeded our expectations.

I believe it accurately represents the uniqueness of our business. And will continue to do so for many years to come.”

Kevin Lewin – Abacus Insurance




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