A connected core for faster change and more effective insurance operations.
Duck Creek connects intelligence and workflows across the policy lifecycle, helping P&C insurers launch, adapt and operate with greater precision.
Duck Creek proposition ↗Duck Creek / Brand identity
The concept
One continuous line connects people, intelligence and insurance workflows—making the Intelligent Core visible.
Explore the experience ↓
The Intelligent CoreP&C Insurers Trust
Book a demo02 / Buying group
Design for the decision.
Five priority buying-group lenses. Each connects a documented business concern with a practical design response.
The audience
P&C and general insurers modernising complex core operations: personal, commercial and specialty lines, often across several products or markets.
The shared need
Understand the change, retain control and see evidence of value. Simplicity helps make that assessment easier.
01CIO / CTOTechnical decision leader
Will this fit our estate—and keep changing with us?
Evidence
GAINSCO’s CIO links the selection to expansion, scalability and integration. Duck Creek’s technology page addresses maintenance and upgrade burden.
GAINSCO selection ↗Design response
Make connections and system boundaries legible. Put architecture and integration evidence one step from the story.
02COOOperational co-sponsor
Can we simplify the work without losing control?
Evidence
Indigo’s COO connects the selection to less operational complexity and richer insight. Duck Creek’s operations page addresses manual work and fragmented information.
Indigo selection ↗Design response
Show handoffs, ownership and progress. Use one clear sequence so the operational story is easy to follow.
03Chief Underwriting OfficerDomain decision maker
Can my team make better-informed decisions?
Evidence
Duck Creek’s underwriting proposition addresses risk context, submission handling and decision support.
Underwriting proposition ↗Design response
Place evidence before the decision. Make the relationship between inputs, judgement and action visible.
04Line-of-business leaderGrowth sponsor
How quickly can we bring the right product to market?
Evidence
Duck Creek’s line-of-business page connects product strategy with speed, control and profitability.
Line-of-business priorities ↗Design response
Use modular product depictions and specific insurance context. Pair speed claims with a named result and its scope.
05CFOFunding and financial-risk gate
Where is the value—and what supports it?
Evidence
Fortegra’s CFO connects the selection to data quality, performance insight and an improved financial close. These are anticipated benefits in the announcement.
Fortegra selection ↗Design response
Keep the baseline, period and source beside results. Make charts clear enough to scrutinise, not just admire.
These are evidence-led persona archetypes and a design prioritisation, not a measured ranking of buying frequency. CEO, procurement, security, architecture and delivery partners may also influence a purchase.
03 / Strategy
Make the Intelligent Core visible.
The proposition stays intact. The identity gives it a clear, repeatable visual expression.
Complex insurance. A clearer connection.
Insurance depends on many decisions working together. Duck Creek connects the people, information and workflows behind them. One continuous line makes that relationship visible—from intelligence to underwriting, policy, billing and claims.
The narrative develops Duck Creek’s existing Intelligent Core proposition. Product pillars and role priorities are linked to the relevant sources.
Why the identity works
Every asset has a role.
The palette
Claret gives the brand a warm, composed foundation. Citron adds energy and draws the connection into focus. Chalk supports clear reading. Together, they express established capability and forward movement.
Against the pictured blue, purple and green technology systems, the warm Claret field changes the first impression. Citron on Claret has 11.5:1 contrast; Chalk on Claret has 12.7:1. The fine line and type remain clear on all three approved dark surfaces.
See the competitor evidence ↓
The Broadbill mark
The silhouette connects the name to a recognisable duck form. A compact shape and open bill give the mark a clear profile; one fixed master holds that profile across formats.
The duck is specific to Duck Creek. Defined size and spacing rules support consistent use from a small website header to an event wall.
See logo construction and sizes ↓The continuous line
One visible connection carries the story from a person or headline into the work. Its consistent weight, curves and sequence give the brand an asset that works in static images and motion.
The CIO needs connected architecture; the COO needs clear handoffs. The line expresses both while making the Intelligent Core proposition tangible.
Technology priorities ↗The workflow shapes
Brackets, a graph, paired boxes, a grid and a three-step sequence give each capability its own concise representation. Consistent construction holds them together.
Evidence and decision labels make underwriting readable. Coverage and terms make policy concrete. The same structure turns a broad platform claim into named insurance work.
Underwriting priorities ↗04 / Competition
Be recognisable. Be easier to understand.
The opportunity is a visual system that explains insurance work while building recognition across every encounter.
This ten-company set is selected for P&C core overlap, suite breadth, insurer relevance and enterprise or segment presence. It is not a market-share ranking. Category reference ↗
The visual evidence
Three recurring devices. Three deliberate choices.
Read each screenshot alongside the buyer need and the resulting design decision.
01
Technology as atmosphere
Glow and circuitry make technology visible. The buyer still has to connect the image to the work.
Majesco · luminous horizon
01 The glow and planetary arc carry the event hero.
Screenshot source ↗OneShield · circuit-board core
01 Multiple circuit branches converge on the central brand mark.
Screenshot source ↗Duck Creek’s opportunity
Make the mechanism visible.
Use the same line to show evidence entering underwriting, coverage connecting to terms, and claims moving towards resolution. The visual explains a task as it builds recognition.
Buyer relevance
CIO / COO / underwriting
The technology and operations propositions prioritise connection and control.
Buyer / proposition evidence ↗02
Abstract patterns and bright accents
Linework, geometry and a bright CTA already appear in the category. A line or accent colour alone is not the distinction.
Guidewire · waves and compass
01 Repeated blue waves sit behind an AI-assistant message and yellow CTA.
Screenshot source ↗EIS · mint geometry
01 Angular background forms sit beneath a purple navigation band.
Screenshot source ↗Duck Creek’s opportunity
Own a consistent combination.
Use warm Claret fields, the Broadbill silhouette and a fine Citron route with a specific job. Keep the route connected to the headline and workflow so it remains recognisable across formats.
Buyer relevance
All five buyer roles
One connected lifecycle is central to the Intelligent Core proposition.
Buyer / proposition evidence ↗03
Several stories competing for attention
A busy hierarchy can ask the reader to choose between the product, a campaign, an event and supporting proof at once.
EIS · competing panels
01 Three differently coloured panels begin immediately beneath the main hero.
Screenshot source ↗Socotra · layered messages
01 An event strip, navigation, hero copy and supporting logos share the opening view.
Screenshot source ↗Duck Creek’s opportunity
Give each decision its own space.
Use one heading, one workflow and one supporting sentence per stage. Place the proof and next action together. This reduces competition within the page without removing the detail buyers need.
Buyer relevance
COO / line-of-business leader / CFO
Role evidence points to operational clarity, faster change and visible value.
Buyer / proposition evidence ↗The distinctive territory
A recognisable connection between intelligence and insurance work.
The line is both a brand asset and an explanation. Claret makes the setting recognisable; Citron carries the connection; simple workflow shapes give it meaning. Repetition across web, reports, advertising and events establishes one coherent system.
The ten-company comparison
Guidewire+
Published screenshot · Quicksilver Systems ↗
Enterprise P&C suite: policy, billing and claims.
Broad core coverage and insurer ecosystem make it a direct enterprise alternative.
Blue waves, a compass device and a yellow CTA frame the ProNavigator message. Our distinction is a warm Claret setting and one line that explains the workflow.
Company website ↗Majesco+
P&C core within a broader insurance portfolio.
Competes for transformation mandates and executive attention around intelligence.
Luminous horizon and event-led hero: strong staging, less immediate workflow explanation.
Company website ↗Sapiens+
Global P&C, digital and reinsurance.
Overlaps multi-module and multi-region modernisation.
Orange CTA and changing event creative create energy; the first impression depends on the featured campaign.
Company website ↗Insurity+
Commercial, specialty and workers’ compensation.
Overlaps underwriting, launch speed and core operations.
Green organic imagery establishes colour recognition; launch evidence adds buyer relevance.
Company website ↗EIS+
Cloud core and open architecture.
A challenger where composability and continuous change drive selection.
Purple/mint geometry and dense panels offer depth but use familiar software visual devices.
Company website ↗OneShield+
P&C policy, billing, claims and analytics.
Direct carrier and MGA overlap in configurable core operations.
Blue circuitry and a central mark communicate technology; the chip motif is a familiar category convention.
Company website ↗Origami Risk+
Insurance core, risk and safety.
Competes on unified operational workflows.
Blue interface-led content makes operations tangible; the broader risk scope is less carrier-specific.
Company website ↗Socotra+
Cloud core, APIs and continuous upgrades.
Changes the evaluation around adaptable architecture and ongoing updates.
A large logo-shaped frame is recognisable; city footage supplies less core-workflow context.
Company website ↗Insuresoft+
Diamond policy, billing, claims and analytics.
An integrated core alternative for carriers and MGAs.
Warm gradients and a cropped portrait feel approachable; product evidence does more of the explanatory work.
Company website ↗DXC+
Insurance platforms and delivery services.
An incumbent or replacement option combining technology and delivery.
Strong black type and city imagery establish enterprise scale ahead of workflow detail.
Company website ↗Evidence: nine directly captured competitor sites, 6 September 2026, plus a published Guidewire website screenshot retrieved 9 September 2026. Each observation refers to the pictured execution. Guidewire’s screenshot publication date is unspecified.
The existing expression
Sampled Duck Creek homepage · 6 September 2026.
What the refresh addresses
Keep the meaning. Clarify the mechanism.
- Logo
- The duck provides a useful recognition cue. The Broadbill proposal reduces it to one compact silhouette. One silhouette, fixed proportions and defined minimum sizes make the mark practical across navigation, signatures and campaign formats.
- Colour
- The existing navy and violet palette sits near familiar technology territory. Claret and Citron create a different combined impression within this sample.
- Visual language
- The orbit graphic signals a central core, but its small labels and glow compete with the explanation. The connected line gives each workflow a clear role.
Simplicity has a job to do.
For the CIO, show connection. For the COO, show flow. For underwriting, show evidence and decisions. For business and finance leaders, give outcomes space to be read.
The design response is practical: fewer competing messages, explicit connections and evidence beside the decision. See the CIO, COO and underwriting sources in the buying-group section.
Advertising evidence and its limits
Verified Google samples show Guidewire using task-specific pricing copy and Majesco combining technology imagery with awards. This supports pairing buyer relevance with a recognisable visual device.
Guidewire creative ↗Majesco creative ↗LinkedIn Ad Library access was blocked. A comparative paid-social assessment was not possible. No conclusions are drawn about spend, targeting or campaign performance.
05 / Applications
One idea. Different jobs.
The line adapts to the format while the logo, palette and hierarchy hold the identity together.
Thought leadership
The line carries the headline into the underlying system. A restrained cover gives the argument priority.
LinkedIn · advertising and social
Specific commercial-auto context makes the proposition relevant. The platform’s native CTA carries the action. Engagement figures are illustrative.
Out of home · Bank station
Two lines of headline establish the promise. A single connected system makes the product breadth visible at a glance.
Live events
The same line provides recognition at architectural scale, linking the headline to the product story.
Film storyboard
Begin with a credible human voice. Follow the line through the core. Close with the proposition, without a button. Casting is illustrative.
Concept executions. For production, apply the supplied master logo and live typography; set dimensions and output specifications for the final placement.
06 / Brand Guidelines
Clear rules. Consistent work.
The approved visual system, with specifications and examples for production. Open any sheet to inspect it at full size.
Claret#4C1930
Citron#E1F25C
Chalk#F6F3EB
Use Claret, Deep Claret and Muted Claret behind Citron linework and Chalk text. Use Chalk, Pale Claret and Warm Stone for editorial reading surfaces, with Claret text. Never place the logo on Citron.
Colour roles across the experience
Deep Claret#2F1020
Muted Claret#76465C
Pale Claret#EADFE4
Warm Stone#E5E0D7
Warm Grey#68615C
| Use | Surface | Type and assets |
|---|---|---|
| Portrait / Agentic AI / Billing | Claret | Chalk text; Citron line |
| Underwriting / Claims / closing CTA | Deep Claret | Chalk text; Citron line |
| Policy | Muted Claret | Chalk text; Citron line and primary CTA |
| Research / guidelines / editorial | Chalk, Pale Claret or Warm Stone | Claret text and logo; tonal panels for hierarchy |
| Logo | Approved dark or light brand surfaces | Chalk on dark; Claret on light. Never on Citron. |
| Functional status colours | Product UI and chart examples | Use for meaning inside the example, not portal backgrounds |
Use full-width solid backgrounds with clean section boundaries. Continue the Claims background through the closing CTA. Keep the line connected and all text clear of its route. Blend the photograph’s outer edges into its background.
Foundations
Logo
Use the supplied Broadbill master. Keep the lockup fixed. Never place the logo on Citron.
Logo size and clear space
Standard digital lockup: 160 px minimum visible width. Use the compact and standalone exceptions only as specified.
Colour palette
Claret grounds the identity. Citron draws attention and connection. Chalk creates reading space.
Functional colour
Use dedicated status colours with labels or icons. Meaning must remain clear without colour alone.
Charts and graphs
Use the shared palette, explicit units and consistent label connectors. Example data is illustrative.
Typography
Onest leads. Instrument Sans explains. Apply the defined hierarchy, tracking and line spacing.
Layout and spacing
Use common grids and spacing increments. Reserve clear space for the connecting line.
The visual system
The connecting line
One continuous route with consistent stroke, tangent curves and deliberate entry and exit points.
Workflow illustrations
Reuse the agreed constructions and proportions. Keep Agentic AI compact, with evenly sized dots.
Portrait photography
Natural skin and confident, considered expression. Apply the Claret treatment consistently.
Lines of business
Use real, recognisable objects and accurate proportions. Let the line connect the insurance context to the story.
Executive and customer interviews
Use purposeful shot variation, controlled depth of field, natural skin tones and consistent lower thirds.
Digital delivery
Motion
Keep the portrait contour hidden at the page start. Begin drawing as scrolling reveals the portrait; continue through each workflow. Show the complete story with reduced motion.
Product UI
Separate brand expression from task clarity. Keep controls centred, states explicit and contrast strong.
Email signatures
Keep contact details readable. Route the line beneath them and finish at the phone number.
Web typography
Give the letters room.
Use Onest Bold for headings and Instrument Sans for body copy. Keep the typeface’s built-in kerning and apply these letter-spacing values to live website text.
| Style | Letter spacing | Application |
|---|---|---|
| Display headlines | −0.02 em | Opening title, main headline and portal section titles |
| Section headings | −0.015 em | Product sections, cards and supporting headings |
| Body, navigation and buttons | 0 em | Natural spacing for reading and interaction |
| Logo | Master artwork | Use the supplied lockup without changing its spacing |
Apply these values on desktop and mobile. Keep “Intelligent Core” together and adjust headline size to fit. These are the live web spacing specifications; retain the approved artwork as supplied.
Copy guidelines
Say what changes for the buyer.
Write with confidence, clarity and a precise understanding of insurance work.
Tone of voice
Clear enough to act on. Specific enough to trust.
Confident and measured
State the capability directly. Let the detail establish authority; keep superlatives out of the claim.
“Connect underwriting, policy, billing and claims.”
Clear and direct
Use active verbs, familiar words and one main idea per sentence. Put the outcome before the supporting detail.
“Give underwriters the information they need to assess risk.”
Fluent in insurance
Name the task and the people doing it. Explain how a capability changes their work.
“Review coverage and terms in one connected workflow.”
Evidence-led
Support performance claims with a named source, measure and timeframe. Distinguish achieved results from expected benefits.
For a customer result, state what changed, the comparison period and where the evidence can be found.
Adapt the tone to the moment
Executive copy leads with the business decision. Product copy explains the task. UI copy gives a clear next step. Customer and claims communication stays calm, respectful and helpful.
Use UK or US English for the intended market. Keep the same degree of clarity, confidence and care in both versions.
Headline treatment
The Intelligent Core
P&C Insurers Trust
Localise for the market
The brand book uses UK English. Publish UK and US variants rather than mixing conventions. Keep product names and verified quotations unchanged.
| UK | US |
|---|---|
| Modernise · colour · centre | Modernize · color · center |
| 9 September 2026 | September 9, 2026 |
| £1,250 · +44 telephone format | $1,250 · +1 telephone format |
Market-specific amounts, dates, contact details and insurance terminology require local review; spelling alone is not localisation.
Master assets
Use the exact master files for every new execution. The portal retains the typefaces used in the approved examples.
