HUK24 is unveiling a completely revamped brand identity. In collaboration with wirDesign, Germany’s largest direct insurer and a subsidiary of the HUK-COBURG Insurance Group has consistently aligned its brand with its identity as a digital company. The promise “Digital. Simple. More Affordable.” is intended to be even more tangibly evident not only in the business model but also in the brand experience.
At the heart of the relaunch is a digital brand system that makes HUK24 recognizable beyond its well-known logo. New defining brand assets, modernized typography, a new world of illustrations, and a scalable design system create a brand identity that is more modern, more accessible, and more flexible—while preserving the familiarity of the beloved brand.
While the HUK24 logo is highly recognizable, the previous visual identity has been supplemented with distinctive visual elements that make the brand unmistakable across various digital touchpoints. At the same time, the brand identity had to meet the growing demands for digital applications, accessibility, and efficient, scalable brand management.
The goal of the relaunch was therefore to preserve the existing strengths of the established brand while creating a more self-assured visual system that conveys HUK24’s digital character much more effectively.
This was based on a comprehensive analysis of the existing brand identity. In doing so, wirDesign utilized, among other tools, its proprietary AI-powered BrandAnalysis tool to systematically examine the logo, colors, typography, visual language, and digital applications, and to identify the key areas for action.
The so-called “tag” plays a central role in the new visual identity. Its shape is derived from the distinctive HUK24 logo and applies its visual logic to the entire brand communication.
The “tag” highlights content, structures interfaces, provides orientation, and adds visual accents. This creates a distinctive brand code that makes HUK24 recognizable even when the logo itself is not the focal point. Especially at digital touchpoints, this design element ensures greater consistency and a distinct identity.
Typographically as well, HUK24 takes on a more modern and digital character. The new typeface, based on Figtree, combines a contemporary, accessible style with high readability. Adapted character shapes and a softer design language improve readability and accessibility.
A newly developed illustration system also fosters a greater sense of connection and distinctiveness. Recurring basic shapes, complementary modules, and clearly defined design rules enable a wide range of applications—from small UI icons to seasonal extensions and large-format header motifs.
Based on this system, several hundred illustrations were created by hand. Despite varying in size, content, and areas of application, they follow a common visual logic and are thus clearly attributable to HUK24. At the same time, the modular system allows the illustration universe to be flexibly expanded and efficiently adapted to new requirements.
In terms of content, the visual language places greater emphasis on the real-life experiences of customers. The motifs depict not only insurance products but also situations, mobility, home life, and everyday life—in other words, those moments when insurance becomes relevant. As a result, HUK24 is increasingly perceived as a digital companion in everyday life.
For HUK24, the website is not just a communication channel but a central component of its business model. It therefore became the first comprehensive application of the new brand identity.
wirDesign transformed the design into a scalable design system and, at the same time, used the relaunch to further develop the navigation, information architecture, and selected UX components. The goal is to deliver a consistent brand experience across various digital applications—from brand communication to specific service and transaction processes.
A digital brand portal based on Frontify documents components, rules, and design principles, laying the foundation for consistent brand management and the brand’s ongoing evolution.
“HUK24 is a strong digital brand—and that digital identity is now evident at first glance. With the new brand identity, we consistently translate our customer promise—‘Digital. Simple. More Affordable.’—into the brand experience. Today, HUK24 appears more modern, clearer, and more digital, without losing what our customers have known and valued for many years.”
Dr. Christoph Samwer, Chief Marketing and Sales Officer, HUK24
“With wirDesign, we had a partner by our side throughout the entire relaunch that we could rely on: professional, a pleasure to work with, and always on schedule. The team understood very well what makes HUK24 special. Together, we further developed our brand identity in a way that keeps it familiar while also taking a significant step forward. We’re thrilled with the result.”
Selina Fischer, Lead Website & Digital Experience Management, HUK24
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