Bomapp: Redefining Insurance with Innovative Brand Identity Design

A New Player in the Insurance Market Embraces Trust, Smartness, and Innovation

Bomapp's Easy Claim feature streamlines the claiming process, reducing it by half and making it more user-friendly. As a newcomer in the world's 7th largest insurance market, Bomapp conveys a message of trust, smartness, innovation, and understanding.

What sets Bomapp apart is its unique brand identity design. The name "Bomapp" is a combination of "boheom" (insurance in Korean) and "map," symbolizing the brand's mission to navigate the complex insurance landscape. The symbol, motif graphics, and overall design convey the image of "embrace," further strengthening the brand's identity.

The logotype of Bomapp incorporates the letter "B," meticulously designed to reflect the golden ratio. This mathematically accurate design conveys the brand's commitment to trust and professionalism, which are core values in the insurance industry. The initial letter symbol "B" implicitly carries the essence of the Bomapp brand.

Bomapp delivers its services through various channels, including mobile apps, PC-web, and offline media. By visualizing Bomapp's new value and user experience, the brand ensures consistent communication across all touchpoints.

Technical specifications for the logo include a single color deployment in blue or white, depending on the background. The symbol can be used independently or in combination with other objects to convey the brand's identity. The basic form logo with the symbol has a dimension of 7mm and a minimum resolution of 72 dpi.

Keywords associated with Bomapp's design include insurance, finance, and branding. The design team, led by Creative Director Taiyoon Lee, also included BX Designers Juhee Kim and Kyunghee Kim, CEO JoonWoo Ryu, and Vice-president Okkyun Kim.

The Bomapp logo not only represents the brand's design concept and core values but also conveys the idea of embracing everyday life. By combining the symbol with the brand name, Bomapp effectively communicates its brand image.

The design project took place in Seoul, Korea, from October 1, 2019, to September 4, 2020. Extensive research was conducted to tackle information asymmetry and provide a user-centric experience. Bomapp aims to become a digital insurance platform of the future, rebuilding consumer trust and accessibility.

The design process faced challenges in representing the brand design intuitively with three keywords: simple, friendly, and smart. Additionally, the team had to simplify complex processes and mitigate negative consumer perceptions of insurance by maintaining a kind tone and manner. Guidelines were created for the marketing, PR, and partnership departments to ensure consistent delivery of the new design.

Bomapp's innovative brand identity design has received recognition in the form of the Bronze A' Design Award in 2020. This prestigious award acknowledges outstanding and creatively ingenious designs that contribute to quality of life improvements. Bomapp's design showcases strong technical and creative skills, incorporating best practices in art, science, design, and technology.