Winston Benefits Logo & Icons

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Simple Design Solutions for a Simple Benefits Solution Company

Winston Benefits is a New Jersey based benefits company that specializes in providing simple benefits solutions to companies. I had the opportunity to provide them with simple design solutions to update their logo and create a library of custom icons to represent their solutions and services.

Sometimes less really is more. What made this logo the perfect and simple solution was the marriage of harnessing the recognizability of their old logo and using a missed opportunity to bring greater depth and meaning to the logo. Besides softening the B and making it a bit more approachable, I also repurposed the slashes behind it, which previously represented technology to instead take advantage of the missed opportunity to make this a subtle W. This gives the two letters an interlocked feel, which creates a concept of “Winston” and “Benefits” being connected, as what they do is connect people to benefits. It also positions the W behind the B in perspective demonstrating how “Winston” is the one subtly behind a company’s benefits and how they put their clients and their client’s benefits first, making them the unsung hero of the benefits.

After creating the logo, we worked together to create a family of custom icons to showcase and visually convey their solutions and services so that they might make connecting people to benefits even simpler and slicker.

Client: Winston Benefits