A logo is a direct reflection of the brand. It is both historical and aspirational. The original Arthur J. Gallagher logo was created by Bob and John Gallagher with the assistance from the Alex T. Franz Advertising Agency, back in the 60’s. It has become more than a logo; it is our company crest. But even crests need to be updated. In developing our new look we kept the best of our heritage and combined it with a bold look towards the future.
The original colors, a dark and powerful navy and a crisp, light blue are timeless shades that mix strength with approachability.
The Globe Badge is even more relevant today. As of 2016, 34% of our Brokerage revenues and 15% of our Risk Management revenues were generated outside of the United States. The new three-dimensional trademark badge was developed as a modern take on our existing logo.
Shortening the name from Arthur J. Gallagher to simply Gallagher mirrors the way many of clients already refer to us. Further, it gives the brand a familiar, yet contemporary feel. People tend to shorten names of companies and products they feel comfortable with.
Using the “G” from the Globe Badge as inspiration, custom drawn letters were crafted to spell out the Gallagher name. This plays directly off the heritage of the brand, while giving the logo a bold, dynamic feel.
Studies have shown upper and lower case brand names and logos are seen as more friendly and accessible, further supporting the Gallagher culture of putting people first.
The logo is only one aspect of the overall Gallagher brand, but it is a very important part. As such, it needs to be used consistently through all forms of communications.