Alan is a French digital health insurance and services company founded in 2016 in Paris. The company combines health insurance with integrated care services through a single digital platform, operating in France, Belgium, Spain, and Canada.[1]
Design and History
Alan’s current visual identity was created by London-based design studio DesignStudio (now known as Further) in a rebrand completed in late August 2019.[2][3] The refresh was undertaken to help Alan “stand out in the healthcare marketplace” and to convey a warmer, friendlier personality.[2]
The identity centers on a bear-like mascot also named Alan, whose face appears in the logo and winks when animated.[4] The mascot had existed in the brand before the redesign, but DesignStudio transformed it into a fluffier digital entity described as “warm, friendly and empathetic.”[5][6] The redesign gave the character more defined facial features, including eyes, nose, and mouth, along with a range of expressions.[6]
DesignStudio described the result as a “furry graphic language,” with fluffy textures, animations, and illustrations appearing across Alan’s branding.[4] The mascot stars in a series of “conversational digital assets,” including emojis, digital stickers, and playful animations, designed to help the startup connect with consumers.[4][5]
Campbell Butler, creative director at DesignStudio, said the new look helped “position Alan in a new category, simplifying their brand narrative around a subscription to better living.”[5] Alan co-founder and CEO Jean-Charles Samuelian said the redesign works to illustrate the “profound lightness” at the company’s core, with soft lines and colors prioritized.[2]
Meaning and Symbolism
The bear-like mascot functions as the face of the brand and is meant to help consumers “feel good.”[2] As a mascot, Alan waves, offers cuddles, and welcomes people to its site where they can explore health insurance policies.[5] The brand’s strapline is “your friend in health.”[7]
Typography and Design
The Alan wordmark appears in a sans-serif typeface, with the lowercase “l” featuring a slight curve at its lower portion.[6] The brand uses a palette of gradients in green, pink, red, yellow, and other complementary colors.[6]
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