Safe Auto Logo

Safe Auto LogoSafe Auto Logo PNG

Safe Auto: Brand overview

In 1993, Safe Auto, an insurance company founded by Ari Deshaies and John P. Diamond, was born in Columbus, Ohio. Safe Auto initially focused on high-risk drivers in Ohio and positioned itself as a provider of non-standard auto insurance.

Over the following decade, the company expanded its network by introducing auto insurance with minimal coverage in neighboring regions such as Kentucky, Indiana, and Pennsylvania. As the new millennium dawned, the pace of geographic expansion continued unabated: in the early 2000s, Safe Auto began operating in various regions of the South, Midwest, and Western United States. By the end of 2010, the company had planted its flag in 19 different states.

Throughout its journey, Safe Auto has focused on reaching out to drivers considered to be at higher risk by offering them primarily liability-only insurance policies with minimal coverage. Moving away from the traditional agency system, the company uses online platforms and call centers to distribute policies.

While maintaining its roots, Safe Auto’s main office is still located in Columbus, Ohio. Its structure remains private. Currently, more than one million drivers in 19 states rely on Safe Auto for their non-standard auto insurance needs.

Meaning and History

Safe Auto Logo History

1993 – 2006

Safe Auto Logo 1993

2006 – today

Safe Auto Logo

The American auto insurer creatively played up the similarity between the lowercase “s” and “a” in its logo. The equally curved red letters form the basis of the unique mark. The designers placed them so close to each other that they almost merged into a single composition, almost mirroring each other. These glyphs are large and wide, occupying the entire upper space. The full name of the company is inconspicuously placed at the bottom. It is also written close to each other and colored in gray. The lines are aligned on both sides. The first and second lines use lowercase fonts.

The red letters resemble winding roads, which makes sense for an auto insurance company. They kind of show how closely connected they are to the world of driving. The gray text at the bottom is more subdued as if it’s fine print that you need to read but not stress about. It all looks balanced and comfortable, like a well-packed suitcase for a trip.

Safe Auto color codes

Venetian RedHex color:#c70f1a
RGB:199 15 26
CMYK:0 92 87 22
Pantone:PMS 485 C
NickelHex color:#767676
RGB:118 118 118
CMYK:0 0 0 54
Pantone:PMS Cool Gray 9 C