Certain key objectives that we wished to represent drove the concept and design of the Insurance Council of St. Lucia logo. These objectives, which we sought to represent with an active, modern motif, are as follows:

• St. Lucia and its place in the Caribbean
• The strength and security inherent in the local insurance industry
• Unity with motion and change
• Our human element

St. Lucia and it s place in the Caribbean

The logo revolves around a map of our island, and indeed, this is the largest element in the design. The Caribbean-ness of the island, and by extension the Council itself, is portrayed through the extensive use of blue.

The strength and security inherent in the local insurance industry

The golden elements in the design represent the wealth and security of the economic aspects of insurance in St. Lucia. The ICSL acronym lies atop the map, covering and “protecting” the island.  Unity with motion and change

ICSL, the letters, are intertwined to illustrate our unity.  The sweeping, “wavy” aspect of the letters gives a feeling of motion, while also harking back to our Caribbean origin.  Motion, in and of itself, implies constant change.

Our human element

We are an organization driven by people.  Here, a clever visual pun has the flowing “I” of “ICSL” also representing every St. Lucian, with their flare and drive.  Our iconic “St. Lucian” is androgynous and all-encompassing, neither male nor female, black nor white, young nor old, but all of these put together.  The St. Lucian “I” also embraces the whole organization and the island itself.

Summary

All in all, the new logo seeks to represent and uplift every St. Lucian, which, through its members is the ultimate goal of the Insurance Council of St. Lucia itself.