Pumpkin Pet Insurance Reveals New Logo and Brand Identity

Pumpkin Pet Insurance has recently introduced a full rebranding that includes a new logo design.

The updated look is targeted at a new generation of "pet parents" – one that is "unapologetically devoted to parents who raise their pets like children", as stated by the American company.

Pumpkin's research indicates that nearly half of pet owners (46%) consider their four-legged 'kids' to be just as important as their two-legged ones.

Nevertheless, despite a reported surge in pet ownership in the U.S., less than 4% of pets are insured.

"This rebrand isn't just a new look or voice. It's us saying out loud what our customers and veterinary partners have always known. We built Pumpkin for parents who expect care without compromise," comments Matt Sherman, chief marketing officer at Pumpkin.

Central to the refreshed identity is a colour combination of "Tennis Ball Yellow" – which is claimed to embody "the uncontainable energy pets bring into our lives" – and "Scrubs Blue" (referred to as "calm periwinkle") that symbolises "the expertise and reassurance of the best veterinary care."

"We chose yellow and blue intentionally because they're colours dogs and cats can actually see," explains Molly Shaw, creative director at Pumpkin. "Most brands design for humans alone. We wanted to design for pets, too."

Additional design aspects include hand-drawn illustrations and a custom typeface named "Pumpkin Serif", while the brand's new tone of voice seeks to move away from "cutesy, pun-filled language" to one that "supports clarity, confidence, and emotional honesty."

The new visual and verbal identity has been crafted in partnership with Triptk, Pumpkin's brand strategy partner, and Kuba&Friends, its creative agency.

Source: Pumpkin Pet Insurance