A brand to break old industry perceptions

Sofía is radically different from any health insurance company in Latin America. The brand is all about innovation and people. It voices a young, rebel and creative spirit with a simple, honest and human message.

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Behind the logo

 

This was one of the hardest logos I've had to make. From the start I knew I wanted it to be a wordmark because the name Sofía was very strong and very different from any other health insurance company in México. I wanted the name to be the hero and the brand to be recognized in that way.

On the other hand I did want to be able to condense it to a simple mark to use on social media or as the app icon. I thought it would be the letter 's' but the 'o' ended up being the star.

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The circle, a symbol for a movement

The circle embodies wholeness, reliability and movement. It's the antithesis of a square, rigid, closed-minded insurance world. The mark is based on Moderat, a typeface with a timeless and familiar feel. It's refined and sophisticated (we see it in the a) without feeling unreachable. All the letters are in lower case to differentiate from a real name and to convey friendliness. The purple represents wisdom (Sofía in latin is wisdom), ambition and abundance.

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Square vs circle concept by Alberto Montalti.

Documenting the brand essence

The Sofía Brand Book is the essence of the Sofía brand condensed in a single website. It contains the foundation, values, mission, assets and the vision for the brand. It’s the longest I’ve worked on a single brand and therefore it is the broadest and deepest brand document I’ve ever created.

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Coming soon

Designing a digital-first health insurance for Latin America. How we went from whiteboard to product.