Arrowhead Refreshes Brand Identity to Reflect ‘Innovation’ Focus

Arrowhead General Insurance Agency Inc. (Arrowhead) today introduces its new brand identity, reflecting a commitment to leading technology innovation and significant growth for the national program administrator. The changes come at a time when Arrowhead has added new commercial programs, enhanced its insurance offerings and expanded its U.S. footprint.

Source: Arrowhead | Published on February 27, 2020

"Arrowhead leverages technology to pioneer innovative risk solutions and improve the insurance experience, and our updated identity communicates how our carriers and distribution partners view us," says Tom Kussurelis, EVP and COO. "Arrowhead doesn't invent the technology; we bring the technology and know-how to increase efficiency, reduce expenses and create a runway for profitable growth for our partners. It is truly a differentiator."

The refreshed brand identity will be carried throughout all of Arrowhead's digital communications and experiences. The logo is the most visible expression of that identity and is the sum of two elements: a stylized "A" and an embedded arrowhead created from negative space.

"The arrowhead signifies our brand essence, 'Spearheading Innovation,' which is how Arrowhead leverages technology to improve commercial insurance buying, servicing and claims," says Duane Williams, vice president, marketing communications. "The dictionary definition of 'spearhead' is to lead -- as in leading a movement. New technology is nothing more than a concept until it's put to work. Like the act of throwing a javelin, or 'spearheading,' Arrowhead puts innovation in flight, propelling technology to places where it can be most effective, such as in product development and rollout."

From its founding 37 years ago in 1983 when it offered one product -- nonstandard auto in California -- Arrowhead has grown to serve 6,000 agency locations, offering 30-plus programs and generating well over $1 billion in written premium. This positions Arrowhead among the largest program managers in the country.

"In the four decades since our inception, we've proudly embraced a spirit of exploration and discovery," adds Steve Boyd, the long-time president of Arrowhead who is now senior vice president of technology, innovation and digital strategy for parent company Brown & Brown. "Staying true to our heritage, our people and technology remain at the forefront of our innovation, pioneering solutions that simplify the insurance experience, building trust and reducing uncertainty. The contemporary design and custom color of our new logo and website express that conviction, underscoring our focus on growth along with our business partners."

About Arrowhead

Arrowhead General Insurance Agency Inc., headquartered in San Diego, is a national insurance program manager for commercial, personal and specialty products. It is one of the largest general agencies in the U.S. with over $1 billion written premium. Arrowhead is a subsidiary of Brown & Brown Inc., ranked by Business Insurance magazine as one of the top 10 largest independent insurance intermediaries in the United States.