• US$150

• 6 days left

• 13 designs

• 5 designers

---

Logo Design Brief

We need a logo for Brokerline: a wordmark, a standalone icon, and the small versions that go with them. It has to say modern software built by people who know insurance, not another insurance company.
• A mark that looks at home next to the best new software companies, not next to a carrier or a call center
• Simple enough to read at 16 pixels in a browser tab and still look right on a tablet's home screen
• Calm and trustworthy, because our users handle people's health coverage, with one spark of energy that says we move faster than the incumbents
There's an interim placeholder in the product today (a white "B" on a blue tile with a gold dot). It's a stand-in only. You are not bound by it.
About Brokerline
Brokerline is a CRM and agency management system for independent insurance agencies that sell Medicare and ACA health plans. It runs the whole client relationship, from the first appointment through enrollment, renewals and commissions.
• Company: Brokerline (a Georgia LLC being formed), web address brokerlinecrm.com
• Product stage: built and hosted; a pilot with an independent agency in Georgia starts after our own test week, with a wider rollout to follow
• Customers: independent agencies of 1 to 25 agents. The owner buys it; agents live in it all day, every day during enrollment season
• Price position: middle to upper-middle of the market, $79 to $499 a month per agency, against established tools that charge per user
• Main competitor: AgencyBloc, plus Medicare-focused CRMs and general CRMs (Salesforce, HubSpot) that agencies bend to fit
What makes us innovative
The insurance tools agents use today were mostly designed a decade ago. Brokerline was built in 2026 around how agents actually work now. The logo should carry that difference.
• The appointment happens on the tablet. An agent hands a client the iPad and the Scope of Appointment, needs questions and signatures happen right there, in English or Spanish, with the compliance record made automatically. A phone appointment runs the same flow from a distance.
• Compliance is built in, not bolted on. Signed records carry a fingerprint and an audit trail; every view, change and download is logged; the system stops an agent before a required step is missed.
• The renewal season is a picture, not a spreadsheet. Each client shows a progress bar from first contact to enrolled, and Home counts down the enrollment windows and tells the agent who to call next.
• Commissions check themselves. Upload a carrier statement and every line is matched to a client and policy and checked against the agency's rates, with missing payments flagged.
• Modern software feel. Search that answers as you type, saving without page reloads, editing in place, a dark mode, keyboard shortcuts, and a phone layout with a tab bar. Each agent can pick their own color theme.
• Personal for the client. Every page a client sees carries their agency's logo and their agent's photo and name, and every email is branded. The client feels they are dealing with a person, not a portal.
In one line: the calm, modern operating system for independent health insurance agencies.
The name
Brokerline joins the broker (the independent agent our customers are) with a line, and the word "line" carries several meanings we'd like the mark to suggest:
• A direct line between the agent and the client, by tablet, phone or email
• A timeline: each client's year moves along a line from first contact to enrolled to renewed
• A line of business: Medicare Advantage, supplements, Part D, ACA
• A clean line in the design sense: order, calm, nothing wasted
Written as one word, capital B only. Not "BrokerLine", "Broker Line" or "BROKERLINE" in running text. The domain adds "crm" (brokerlinecrm.com), but the brand is just Brokerline.
Audience and where the logo appears
Three groups see the mark, in different ways.
Who Where they see it What they should feel
Agency owners (buyers) Website, sales demo, sign-in page, invoices This is modern, serious software worth paying for
Agents (daily users, mostly 35 to 65) Menu bar all day, browser tab, iPad and phone home screen Calm, clear, mine; something I'm proud to show a client
Clients (mostly 65 and older) Small "powered by" spots only; client pages carry the agency's own logo Nothing should compete with their agency's brand
Places the mark must work:
• Browser tab icon (16 and 32 pixels) and the iPad and phone home-screen icon
• The app's menu: icon at 36 pixels with the word beside it, on a blue gradient background and on a plain light background
• The sign-in page, on a blue gradient
• Email footers and generated PDF documents, small and in one color
• Website, social profiles, slide decks, trade show banners, a shirt
Personality
Think of a sharp, friendly expert who has done this for twenty years and still uses the newest tools. Steady, warm, quick.
We are We are not
Modern and precise Trendy or gimmicky
Calm and trustworthy Stiff, bureaucratic or "government form"
Warm and human Cute, cartoonish or childish
Confident and quick Aggressive, salesy or "lead generation"
Built for health coverage A carrier, a bank or a hospital
Please avoid the clichés of the category: umbrellas, shields, houses, hands, handshakes, hearts, eagles, flags, medical crosses, stethoscopes, and swooshes around a globe. Avoid anything that could be mistaken for a carrier's logo (Humana, UnitedHealthcare, Aetna, Oscar, Ambetter and the like), since our marks sit next to theirs on the same screens.
Ideas we'd welcome, not require: a line or path that moves forward, a connection between two points, a "B" built from simple strokes, a sense of progress or a check completed.
The competition, visually
We want to stand apart from the insurance software category and sit closer to the newest business software. Please start with a short audit of these marks and tell us where the open space is.
• Insurance agency software to stand apart from: AgencyBloc, Radius Bob, MedicarePro, Agent CRM, HawkSoft
• Carriers whose logos share our screens: Humana, UnitedHealthcare, Aetna, Wellcare, Oscar, Ambetter
• The feel we admire (for quality, not to copy): Linear, Stripe, Notion, Monday.com, Creatio
Our read of the category is a lot of navy, generic blue and literal insurance symbols. A simple, confident mark with one distinctive idea will stand out quickly.
Current colors and type
The product already ships with a color system. The logo should work inside it, though you may propose adjustments.
Use Color Hex
Ocean light (gradient start) Sky blue #5AA9E6
Ocean main (buttons, links) Blue #1D6FC2
Ocean deep (gradient end, headings) Deep blue #1D5A96
Accent spark Gold #F2B84B
Text Ink #1E2433
Page background Cool gray #F3F4F8
• Default theme: "Ocean", a sky-to-deep blue gradient. Everything clients see is always Ocean.
• Other themes agents can pick: Purple (violet gradient), Lagoon (teal), Sunset (coral to plum), Classic (navy) and Sand (beige). The mark must look right on all six menu backgrounds, so a version that sits on its own tile is essential.
• Typeface in the product: Inter, in regular, medium, semibold and bold. A wordmark that pairs well with Inter, or a custom wordmark, both work.
• Interim mark: a white "B" drawn in strokes on a blue gradient tile with a small gold dot. Feel free to keep, refine or discard the gold spark idea.
Deliverables
1. Primary logo: icon with the Brokerline wordmark beside it, horizontal
2. Stacked logo: icon above the wordmark
3. Icon alone: works as an app icon and a browser tab icon
4. Wordmark alone
5. Versions of each: full color, all white (for the blue gradient), all ink (for light backgrounds), one-color for print
6. App icon set: rounded-square tile at 1024, 512, 192 and 180 pixels, plus a maskable version with safe area
7. Favicon: SVG, plus PNG at 16, 32 and 48 pixels, checked at actual size
8. Email and PDF lockups: a small horizontal version that reads at 24 to 40 pixels tall
9. Short usage guide: clear space, minimum sizes, colors, what not to do (one or two pages is enough)
Files: SVG for everything (clean paths, text outlined), PNG exports, and a PDF of the usage guide. Please deliver the working files as well (Figma, Illustrator or similar).
Hard requirements: readable at 16 pixels; no thin hairlines that disappear on phones; works in one color; no gradient that the mark depends on to be recognized; looks right on white, on the cool gray page, and on each of the six menu backgrounds.
Trademark and legal
• The name BROKERLINE is being filed as a word mark (standard characters) in classes 9 and 42, on an intent-to-use basis. The logo design itself is not part of that filing; we may file the final design separately.
• The design must be original work. Please don't use stock icons, templates or AI image generators for the mark, and tell us about any font licenses the wordmark relies on.
• On final payment, all rights in the logo and its working files transfer to Brokerline, including the right to register the design as a trademark. Please confirm this in your quote.
• Please keep the brief and the concepts confidential until we launch.

Target Market(s)

Independent USA Based Insurance Agents and Brokers

Logo Text

Text is not necessary but can include a tagline if you see fit

---

Logo styles of interest

---

Look and feel

Each slider illustrates characteristics of the customer's brand and the style your logo design should communicate.

---

Files