Rebranding a Life Insurance & Financial Planning Office Logo to Be Memorable Without Conflicting with the Parent Brand
A logo rebranding project for Petch Thong Sub, a life insurance and financial planning office. The goal was to create a logo that feels simple, memorable, and professional, while still aligning with the visual standards of the parent insurance brand so it can be used confidently across online and offline materials.
Bro, let me redesign the logo for you.
Normally, I don’t say this sentence to just anyone. But because we’re close and I genuinely care about the brand owner, I dared to say it. And you decided to give us the opportunity to come in and rebuild the brandthanks to your openness and willingness to trust. That openness is one of the standout qualities of you as the business owner.
Rebranding the logo to elevate credibility and make the name truly memorable
PETCH THONG SUB is a life-insurance sales and financial-planning office under AIA. The brand owner has a personality that is “quick-minded and agile,” and gave our team the chance to revamp the existing brand image. The goal was to make the brand look more credible, while still staying accurate and aligned with the context and rules of the parent brand.
Problems
The core challenge: Stand out, but don’t break the parent brand
The logo needed to be distinctive enough for local memorability, but must not conflict with the parent brand’s identity system.
The office wanted to avoid overly complex graphics and keep the mark minimal and timeless.
The logo also had to work across many formats: Facebook page, signage, documents, presentations, and printed materials.
*The original logo was the starting point for everything in this project.
Plan & Solutions
Solution approach: Create a sub-brand mark with controlled uniqueness
We aligned the logo strategy around three principles:
Clarity at first glance
The logo must read fast especially in small sizes on mobile.
professional tone that fits financial services
The mark must convey credibility and stability (not playful, not trendy).
Compatibility with the parent brand
We designed within visual boundaries so the logo can sit next to the parent brand without looking “off-brand.”
*How to create a symbol that can represent both diamonds, gold, and wealth?
*Bright, friendly, new generation This is what we can feel from the images that the original brand conveyed.
Processes
Brand Direction & Message Framework
Clarified what the office wants to be known for: trust, planning expertise, and long-term care
Defined tone and visual constraints (what we can / cannot do due to parent brand requirements)
Logo exploration and refinement
Explored multiple directions to keep the mark simple but unique
Tested legibility at small sizes and on real use cases (profile images, header banners, documents)
Practical application testing
Checked real-world placements: social media, proposal documents, and basic marketing materials
Adjusted proportions and spacing so the logo looks balanced in both Thai and English contexts
*YSL is the vibe that we want this brand to be.
*Vison of the brand that we place on the owner before handing over the design work.
Result
A clean, memorable logo that fits financial planning and stays compatible with the parent brand
Delivered a sub-office logo that is easy to remember and professional in tone
Ensured compatibility with the parent brand identity for safe real-world usage
Provided usage-ready outputs for both online and offline materials (social, print, and documents)
*Modern luxury style logo made from abbreviations from the full name strung together to form a logo in the style YSL
*It is a logo that is not awkward, inferior, or superior if placed compared to the parent brand.
*It comes out as a presentation slide prototype that has never been designed this elegantly before in any unit.
The PTS brand is just getting started.
As a designer, our job is to help lay the foundation and design simple rules to create a brand image for business owners. The task of making the brand vision a reality lies in the hands of the owner and the entire team building a good reputation Maintaining the goodness that has been created It is the main mission of everyone in the unit who must be jointly responsible. Today's brand is just a sapling that we have planted for you. We have successfully cultivated it and returned it to the real brand owner.
If you've read this far and are interested in getting to know more about this brand. Recommend clicking on this link.
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