• 2.1:
• 2.2:
• 2.3:
• 2.4:
• 2.5:
• 2.6:
• 2.7:
• 2.8:
• 2.9:

• 2.10:
• 2.11:
• 2.12:
• 2.13:
• 2.14:
• 2.15:
• Current page is 2.16:
• 2.17:
• 2.18:

American Financial Group

Branding and Corporate Identity

With a name like "American," the temptation to use iconic symbolism must be suppressed. Designing a simple, appropriate and unique brand that reinforces the name while feeling "new" isn't easy. Our solution blended a classic blackletter "A" and a simple geometric gesture to dot the "i."