By David Linehan, Staff Reporter

The evolution began when we decided that as a part of the revamping of our web-site we wanted to move away from the very long URL www.alliedinsurancebrokers.com to something easier to remember and shorter to type. Whilst we are often referred to as AIB a quick search indicated that this name was already taken. Several combinations were polled with staff and advisors and, after much discussion we eventually selected the catchy and likeable “Your AIB”.

Our choice was affirmed shortly thereafter when our market research conducted in 2007 revealed that 86% of corporate clients and 90% of individual clients, chose AIB on the recommendation of friends or family. Our clients were proud of us. That indicated ownership - we were “their AIB”.

A few months later when we went to tender with our advertising account, our marketing brief indicated a desire to use the “Your AIB” merely as a part of our branding. However, when two of the companies who presented concepts suggested a logo modification - we were sold.

We then focused on how to use the words to affirm “client ownership” whilst maintaining a fusion of the old and the new logo. We had several suggestions and we chose the personalized “your AIB” with the first word in signature format, to highlight the personal nature of our relationship with our clients.

We have received very positive feedback about our new logo from our clients. They think we have it right and for us that’s all that matters.

Posted: June 2, 2008