Need a logo for a small Insurance Broker company

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This customer received 243 logo designs from 111 designers. They chose this logo design from benben21 2 as the winning design.
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Logo Design Brief
For a friend of mine, whom I m coordinating this for.... I need a new logo for an insurance broker business. The business includes insurance mostly but also mortgages (financing real estate) & general investment . The business is operated by 1 person, and the business carries the last name of the owner (business initially created by the father).
Field of activity:
Insurance / Housing Financing (=mortgage) / Investments
Which in french translates into:
Assurances / Crédits / Placements
the logo is used in French speaking part of Belgium > needs to be in french :)
The core values of the owner & his company are
- trustworthiness (he is a somehow traditional person and is very reliable)
- skillfulness (he is highly educated and experienced in the 3 fields)
- passion for service (he knows all his clients very well and looks sincerely for the best suited solution for each of them)
The logo will be used for
- website
- letterhead (on paper and mostly emails)
Thank you guys!
oli
Target Market(s)
individuals / families and some small companies
Logo Text
SCHOEPP - Assurances / Crédits / Placements
Colors
Designer to choose colors to be used in the design.
Look and feel
Each slider illustrates characteristics of the customer's brand and the style your logo design should communicate.
Elegant
Bold
Playful
Serious
Traditional
Modern
Personable
Professional
Feminine
Masculine
Colorful
Conservative
Economical
Upmarket
Requirements
Must have
- I think the logo should be sober and simple but still a bit modern and nice.
- Either a bit like current logo used (see picture below) but done better, or the same with a simple / small icon - symbol to make it nicer (but still sober....).