Acko General Insurance, the Indian digital-first insurer founded in 2016, unveiled a refreshed brand identity and redesigned logo in January 2025. The new mark, inspired by the Möbius strip, was conceptualised by the agency Leo Burnett and retains the company’s signature purple colour while adopting a sharper, bolder look that the company says demonstrates its dynamism and innovation.[1][2]
Design and History
Acko was founded in 2016 as India’s first digital insurer, built around a direct-to-consumer model with paperless onboarding.[3] The company’s original logo was a rounded, lowercase wordmark with a playful smile-like curve inside the “o,” a style intended to make insurance feel more approachable.[4]
In January 2025, Acko replaced that “quirky” look with a minimalistic wordmark featuring clean lines and vibrant gradient colours.[3] The company described the old identity as effective for its time but no longer reflective of its maturity as a full-stack insurance provider. The rebrand followed a deliberate sequence: a growth phase in 2020, a positioning phase in 2022 built around the “Welcome Change” ethos, and the identity refresh in 2025.[5]
The new logo shape can morph and extend into different geometrical forms and layouts for adaptability across platforms.[3] Alongside the logo, Acko introduced a broader visual system using vibrant shades of purple, white and pink, moving away from the traditional bike and car insurance palette, with imagery focused on relatable human stories.[3]
Meaning and Symbolism
The Möbius strip, a one-sided continuous surface with no beginning or end, is the central motif of the new logo. Acko states it symbolizes infinite trust, inclusivity and collaboration, reflecting the company’s commitment to being on the same side as its customers.[1][6] Prateek Malpani, Head of Brand at Acko, described the Möbius strip as symbolizing “our unwavering commitment to infinite trust and partnership with our customers.”[7]
The retention of the signature purple colour anchors the new identity to the brand’s established recognition, while the sharpness and boldness of the new lettering convey dynamism and innovation.[1][8]
Typography and Design
The 2025 logo is a bold, minimalistic wordmark with sharp, clean typography that Acko says represents its tech-driven approach. The gradient purplish colour is described by the company as infusing vibrancy and human warmth.[3] The sleek style was positioned as a deliberate step upward from the earlier “whacky tone” toward greater creativity and stature.[1]
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