On October 23rd, 2014, we updated our
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L o g o Developmen t P ro ce s s fo r
Ci nc innati Insur an c e C om pa n ie s
“ The re are painte rs wh o tran sfo r m th e su n to a yel l ow sp ot, b ut t h ere are ot hers who, wit h t he
he lp of the ir ar t and th eir intel l i g en ce,
a yellow spo t in to th e s u n .”
Pa b l o Pi ca sso
Naming a company, product or service is as much an art
as it is high gloss.
as it is a science; as much
A logo needs to express more than just what your product or service does; it needs to
amplify your value and clearly convey your character. Your identity is more than just a
word. It is your power. At Welt, we follow a process that gives us the data we need to
make “art out of science.”
We break down your product, until we have isolated every feature and
benefit, in order to gain a clear understanding of who will find your
product most beneficial.
We research the competition. We have to know how you are the same, how
you are different and what that will mean to your target market.
We apply creativity to all of this information, in order to drag the…
art out o f science.
To start the project, the Welt Branding project team, including Brand
Strategists, Project Managers, and Creative Developers, will host the
members of the project team from the Cincinnati Insurance Companies
for a Kickoff Meeting, in order to achieve the following:
In o r d er t o m eet t he exp ec t a t i o n s o f t h e
C i nci nna t i I ns ur a nce C o m p a n i es, w i t h re s p e c t t o Define the purpose and motivation for initiating this change
[2 ] Gain an understanding of past difficulties in using the company logo
t he d evel o p m ent o f a new c o rp o ra t e l o g o , We l t
[3 ] Develop strategy for implementing the logo change
[4 ] Discuss function, parameters and specifications of logo use
B r a nd i ng w i l l em p l o y t he fo l l o w i n g p ro c e s s :
Step 2: Identification & Research
Welt Branding will perform a thorough analysis of current logos in the market place, in order to identify
elements that should be avoided and/or elements that might provide a significant advantage for the
Cincinnati Insurance Companies. Based upon research findings, Welt Branding will develop and distribute a
comprehensive Brand Brief as a reference guide for everyone involved in the project.
Step 3: Ideation
Starting with the insights and discoveries gained from the Kickoff meeting and research process, our creative
team will discuss possibilities and share experiences in order to build a common vision for the project.
bot om l ne
We love “great creative” and we measure “great creative” at the
The Creation stage is
where the technique
and talent of our
Creative Team combine
to produce images
and icons that express
who you are, what you
stand for, and what
you have to offer.
Step 5: Revision
Welt Branding provides the opportunity for feedback and suggestions to identify any adjustments that are
needed. Typically, this review will ensure that the chosen logo design meets the specifications.
FTJ fund choice
Step 6: Delivery
Upon conclusion of the project, Welt Branding will provide the Art Files of the chosen logo design via
CD-ROM or DVD. All right, title and interest in and to the entire design, composition, configuration, editorial,
and graphic content of the Product and all advertisements and promotional materials developed by and for
the Cincinnati Insurance Companies by Welt Branding, in connection with this Agreement and all copyrights,
patents, trademarks, trade dress and trade secrets relating thereto (quot;Intellectual Propertyquot;) shall be and
remain the sole property of Cincinnati Insurance Companies upon full and complete payment to Welt Branding.
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