Follow-up: New Identity for Sentry by Futurebrand

From last Friday’s Noted post on Sentry, it turns out there is a lot more to the story that wasn’t available for release. Here is a follow-up on the new identity from Futurebrand with plenty more images and concepts behind it.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.Futurebrand provided text Audit of ol