fister

Brand Identity

Ekon Benefits

Quality Benefits Consultants (QBC) and its subsidiary, The 401k Store, were struggling with a clear identity. In developing its brand, fister explored names, logo designs and taglines to unite all service lines under one name, yet allowing for future growth. The result is the approachable logo that you see, with Ekon Benefits being the new name. For legal reasons, the investment side of the business is named Ekon Financial, with a complimentary logo.

categories: brand identity, ekon benefits

Brand Identity Brand Identity

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Kudos to QBC’s leaders for being visionary and embracing an entirely new brand!

Posted by: on May 07, 2009

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QBC recognized its need for brand clarity when employees became confused on how to answer the phone (QBC or The 401k Store) in addition to the phonetic similarity to QVC, the home shopping network. fister met with key leaders to determine the company’s brand attributes and plans for growth.

The word ekon means ‘trust’ in Polish, which builds on both the heritage of the Ekon ownership and its commitment to integrity. In addition, Ekon has an immediate connection to ‘economics’ that helps to identify its industry. The circular graphic conveys Ekon’s “process in motion” with the repeating shapes and uses a highlight color to reflect the customization it delivers to all clients. The tagline, Your Trusted Partner, speaks to the strength and reliability in Ekon’s relationship with it’s clients.