Worth Insurance Brand Guidelines
This section defines who we are, what we do, and what we believe in. It provides a quick but meaningful look into the purpose, mission, and core values behind Worth Insurance. Use this when you need to understand or explain the heart of the brand.
Brand Story
Worth Insurance is a trusted Florida-based insurance provider offering fast, flexible, and affordable coverage options for homeowners, auto owners, and more. With a focus on local expertise and streamlined digital experiences, Worth ensures customers get reliable protection backed by responsive support.
Brand Mission
Insurance the way it should be.
We're making insurance quick and easy, and most importantly finding better value coverage options along the way.
Brand values
We're reimagining the insurance advisor experience.
We believe the insurance shopping and advisor experience should be better. It should be fast, simple and easy.
That’s why Worth is re-engineering the insurance agency business from the ground up. We’re using technology to make it more efficient and accessible, and the human touch to make it insightful and delightful.
Our vision is to create a next generation insurance agency, built to streamline the application process, provide greater insights, and empower our customers to make the most of their insurance.
Trust
Transparent and reliable service
Efficiency
Quick quotes and easy claims
Expertise
Local insurance knowledge
Support
Friendly, fast, and responsive help
Logo
The logo is the visual cornerstone of our brand. This section outlines how to correctly display the Worth Insurance logo in different contexts—digital, print, or promotional. It includes usage rules, minimum sizing, spacing, and things to avoid, to keep our visual identity consistent and professional.
Usage
Minimum size specifications of the logos are meant to ensure legibility. When using these logos, please do not use sizes smaller than what is defined here.
Primary Colors
Colors are essential for brand recognition. Our color palette is made up of distinct hues that reflect trust, warmth, and professionalism. This section explains each color’s HEX value and its purpose in the overall design system—whether it's for backgrounds, accents, buttons, or text.
Navy Blue
#282C52
Deep Black
#111
Golden Yellow
#FBCF77
Soft Cream
#FDEAC3
Secondary Colors
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla.
Teal
#598da5
Muted Grey
#62636b
White
White
Typography
Typography defines the tone of our written communication. Here you’ll find our approved font family, font weights, and examples of how to use them across headlines, body text, and buttons. We aim for clean, readable, and approachable text across all devices.
Typeface
DM Serif
DM Sans
Heading 1
DM Serif 54 Regular
Heading 1
DM Sans 80 Regular
Imagery
Photos and visuals should always feel real and relevant. This section provides guidelines on the types of images to use (and avoid) in Worth Insurance content—whether on our website, social media, or printed materials. We emphasize local relevance, customer trust, and an inviting Florida lifestyle.
Customer-centric visuals
Local Florida scenery
Homes, families, boating, weather-preparedness
Voice & Tone
Our brand’s personality is expressed through voice and tone. This section explains how we talk to our customers—friendly, professional, and reassuring. It includes writing tips and real examples so you can stay on-brand whether you’re writing emails, ads, or help content.
Voice Style:
Friendly but professional
Clear and helpful
Confident, not pushy
Localized to Florida audience
Examples:
✅ “Get covered fast with experts who know Florida.”
✅ “We make insurance simple, so you can focus on what matters.”
❌ “The nation’s #1 insurance leader, buy now!”