Brand design for automotive insurance start-up

Gap4You provide GAP insurance policies on new vehicle purchases, paying the difference between the vehicle’s new and market value at loss.

The brief

A change in legislation created an opportunity in the GAP insurance market and Gap4You wanted to be quick to respond and capitalise with a dynamic brand, website and digital marketing strategy. As this policy is cheaper than those sold by car retailers, the new brand needed to portray a professional yet affordable and friendly feel. 

The work

We carried out detailed industry and competitor research looking at trends, colours, styles, fonts, imagery and positioning, which were used to visualise initial logo concepts. Once the final logo concept was designed, we considered the environmental signage and lifestyle images to visualise the final look and feel. In addition we created a set of unique illustrations to be used throughout the website and across the brand as a whole.

The result

The final brand included the primary typographic logo (including .com as it is an online focus), as well as a ‘G’ icon which is perfect for use on social media, print materials and promotional items where the full logo might be too long. As the brand becomes more established the icon can be more widely used. Gap4You now have a corporate brand that will position them perfectly in the market.


As a new business, we needed to get our branding right from the beginning to ensure we could stand out in our industry. We wanted to fill a gap in the market and ensure that our branding matched our target audience. From our first meeting everyone in your team understood exactly what we were trying to achieve with our brand designs; you listened to us and were willing to learn about our industry. This attention to detail resulted in a fantastic brand design that perfectly fits all aspects for Gap4You and that we are proud to promote through our new site and social media accounts.