ACKO Unveils New Brand Identity: What it Means for Policyholders

BANGALORE, India, Feb. 13, 2025 /PRNewswire/ -- ACKO, India's leading digital insurer, has unveiled a bold new brand identity and visual system to reflect its commitment to providing innovative and seamless insurance solutions to Indians. As part of the rebranding, ACKO has introduced a new vibrant logo and visual assets, conveying the company's core values of trust, transparency, and reliability.

ACKO was founded in 2016 with the vision to leverage technology and data to make insurance simple, affordable, and accessible to all Indians. Over the years, the company has disrupted the traditional insurance sector by introducing many industry-first innovations like bite-sized auto insurance products, usage-based insurance, and real-time claim settlement. The rebranding aims to reinforce ACKO's position as a new-age insurer that is disrupting traditional models and norms.

The company's new logo features a bold and minimalistic wordmark with clean lines and vibrant gradient colours. The visual assets and imagery showcase human stories that are positive, energetic, and relatable. ACKO aims to build authentic connections and trust with the fast-growing digital consumer base in India through this rebranding.

Speaking about the change, ACKO believes that its new brand identity is modern, human, and reflective of its values. The vibrant purple colours represent the energy and innovation that ACKO as a brand exudes. The imagery tells compelling human stories that its audience can relate to.

As ACKO continues to scale exponentially, its rebranding signifies the next phase in its growth journey. They aim to drive deeper brand love and recall as they move forward in their mission to make insurance accessible to all Indians.

Key Highlights of ACKO's Rebranding:

New Logo:

The new ACKO logo features a minimalistic wordmark, doing away with the quirky logo. The sharp and bold ACKO typography with clean lines represents the company's tech-driven approach. The gradient purplish colour infuses vibrancy and human warmth. The logo shape can morph and extend into different geometrical shapes and layouts for adaptability across platforms.

Visual System:

The new visual system is bright, and energetic and uses vibrant shades of purple, white, and pink—moving away from the traditional bike and car insurance palette. The imagery focuses on human stories and emotions that consumers can relate to. ACKO aims to build authenticity and trust through this vibrant, warm, and energetic identity.

Advertising Campaign:

In tandem with the rebranding, ACKO also rolled out a new brand campaign, with actors like Sanjay Dutt and Arshad Warsi, to promote its revamped identity. The campaign reinforces ACKO's core proposition of making car and bike insurance effortless and straightforward for consumers. It features quirky scripts to underscore how ACKO Insurance makes life easier amidst complex daily situations.

Easy Interfaces:

ACKO has refreshed its user interfaces across websites and apps to reflect the new brand identity. The interfaces are now more vibrant, inviting, and intuitive, which delivers a smooth experience. Illustrations and minimalistic iconography are used extensively to enhance engagement.

Their new brand identity is contemporary, relatable, and distinctive. It symbolises ACKO's promise of using technology in innovative ways to make insurance joyful. This is an important milestone in their journey towards democratising insurance coverage for Indians.

ACKO currently serves over 8 crore users across motor, health and travel insurance. It aims to further accelerate growth and achieve greater brand salience powered by this rebranding.

About ACKO

ACKO Technology and Services Pvt Ltd. is a new-age insurance company that leverages technology, data, and innovation to make insurance simple, convenient, and transparent for consumers. Founded in 2016 by Varun Dua, ACKO is India's first digital insurer with a 100% paperless onboarding process. ACKO provides motor, health, and travel insurance to over 8 crore customers across the country. With its direct-to-consumer model and omnichannel presence, ACKO aims to deliver delightful customer experiences end-to-end. ACKO is backed by marquee investors. The company is headquartered in Bangalore. For more information, visit www.acko.com.