01
Confident
Deep navy, clear hierarchy, assured writing.
WORTH INSURANCE · BRAND GUIDE 2.0
More choices.
More confidence.
A distinct Worth Insurance identity built for clarity, confidence, and a modern insurance marketplace.
BRAND STANDARDS · OCTOBER 2026
THE IDENTITY AT A GLANCE
A fresh expression of a trusted name.
Worth combines the ease of a modern insurance marketplace with the confidence of an independent agency. Our visual identity reflects that balance: credible navy, approachable coastal blue, optimistic gold, and deliberately simple design.
02
Approachable
Warm accents, human imagery, plain language.
03
Modern
Purposeful UI, accessible digital components.
Better insurance starts with better options.
01 · FOUNDATIONS
A brand built on confidence
Worth Insurance is an independent insurance agency helping customers compare options across carriers with clear, personal guidance. Our brand is confident, human, transparent, approachable, and Florida-aware.
Brand promise: More choice. More confidence.
02 · LOGO SYSTEM
Protect the mark
Use the authorized Worth Insurance primary and reversed logo artwork shown below. Preserve original proportions, contrast, and clear space across applications.
Logo standards: use approved artwork only; preserve the clear space illustrated below and test readability at every application size. Never stretch, redraw, rotate, or apply unapproved effects.
03 · COLOR SYSTEM
Navy, blue, and gold
Worth Navy #282C52 is the primary brand color. Steel Blue #598DA5 is secondary. Worth Gold #FFC776 is the signature CTA accent. Charcoal #353640 carries text; Ice #EDF1F4 provides light backgrounds. White #FFFFFF, Cream #FDEAC3, Deep Navy #1C203F, Pale Blue #DCE9EF, and Border Gray #E1E4E9 support the system.
Use white on navy and navy on gold. Check contrast of all text and controls.
WORTH NAVY
#282C52
STEEL BLUE
#598DA5
WORTH GOLD
#FFC776
CHARCOAL
#353640
WORTH ICE
#EDF1F4
04 · TYPOGRAPHY
Editorial warmth meets digital clarity
Retain the existing guide's DM Serif Display for selected editorial statements and DM Sans for body, UI, navigation and supporting headings. Suggested scales: Display 72px desktop / 42px mobile, H1 60 / 40, H2 44 / 32, H3 30 / 25, body 16–18.
Use responsive type scales and keep headings concise.
05 · COMPONENTS
One consistent digital experience
Primary buttons use navy with white text. Signature quote CTAs use gold with navy text. Cards use soft backgrounds, quiet borders, and 16–24px radii. Forms use accessible labels, clear validation, keyboard focus, and touch-friendly controls.
The brand guide demonstrates components only; do not change existing Webflow, Zapier, AgencyZoom or quote routing logic.
Explore Coverage ↗Get My Free Quote ↗Learn More ↗
06 · IMAGERY
Florida without the clichés
Use real contemporary homes, authentic people, natural daylight, coastal architecture, and refined abstract forms. Prioritize licensed photography. Avoid stock handshakes, fear-based storm images, invented reviews, and text embedded in blog thumbnails.
Use the official image assets and preserve meaningful image alt text.
07 · VOICE
Clarity is our competitive advantage
Speak clearly and specifically. Say 'Explore coverage options with local guidance' rather than 'Guaranteed lowest rates'. Explain deductibles, coverage, and Florida risks without fear or unsupported promises.
Always describe Worth as an independent insurance agency, not an underwriting carrier.
08 · APPLICATIONS
One identity across every channel
Apply the same brand rules to the homepage, coverage pages, quote experiences, guides, social campaigns, email templates, and print. Use spacious layouts, bold typography, a consistent CTA hierarchy, and clear product links.
Apply these standards consistently across Worth's website, forms, campaigns, email, social media, and print.
WORTH INSURANCE
Better insurance starts with better options.
Worth Insurance · Brand Guidelines 2026
THE WORTH EXPRESSION
More choice.
More confidence.
A premium identity that feels capable, approachable, and unmistakably Worth. Lead with navy, add depth with steel blue, and use signature gold for moments that matter.
Get a Free Quote ↗Explore Coverage ↗
WORTH INSURANCE · BRAND SYSTEM 2.0 · OCTOBER 2026
Brand standards for every channel.
Always
Use verified logo artwork, the navy-led palette, DM Serif and DM Sans, honest imagery, clear language and accessible contrast.
Never
Distort the logo, invent customer proof, make unverified savings promises, or change working quote integrations for appearance.
09 / BRAND IMPLEMENTATION
Ready for every touchpoint.
Use these standards when translating the identity into responsive websites, product interfaces, campaigns and customer communications.
Layout and spacing
12-column desktop grid, fluid mobile layouts, 8px-based spacing, maximum content widths around 1200–1280px, and generous white space.
Interaction and accessibility
Visible keyboard focus, accessible labels, meaningful alt text, readable contrast, reduced-motion support, and minimum 44px touch targets.
Messaging hierarchy
Lead with customer value, explain the independent-agency advantage, and provide one clear next step. Use Get a Free Quote, Explore Coverage, Compare Options.
Assets and logo governance
Use authorized Worth logo variants and licensed images. Preserve clear space, maintain proportions and avoid unsupported alterations.
Digital design system
Use navy-led semantic tokens, consistent cards, buttons, form fields, navigation and reusable responsive Webflow components.
Editorial trust
Keep product explanations accurate, use genuine customer proof, identify Worth as an independent insurance agency and avoid unverified guarantees.
Core identity
Navy #282C52 · Steel #598DA5 · Gold #FFC776 · Charcoal #353640 · Ice #EDF1F4
Fonts: DM Serif Display + DM Sans
