Sofía Logo

This was one of the hardest logos I've had to make. From the start I knew I wanted it to be a wordmark because the name Sofía was very strong and very different from any other health insurance company in México. I wanted the name to be the hero and the brand to be recognized in that way.

On the other hand I did want to be able to condense it to a simple mark to use on social media or as the app icon. I thought it would be the letter 's' but the 'o' ended up being the star.

Sofía's brand is all about creating the future of healthcare. It's about innovation and people. It has a young, rebel and creative spirit but is also simple, honest and human.

The circle embodies wholeness, reliability and movement. It's the antithesis of a square, rigid, closed-minded insurance world. The mark is based on Moderat, a typeface with a timeless and familiar feel. It's refined and sophisticated (we see it in the a) without feeling unreachable. All the letters are in lower case to differentiate from a real name and to convey friendliness. The purple represents wisdom (Sofía in latin is wisdom), ambition and abundance.

To see more, check out our Brand Book https://brand.sofiasalud.com