NORCAL Mutual Insurance

Brand Development

NORCAL Mutual has grown from insuring a few hundred physicians in Northern California to serving over 20,000 physicians, medical groups, clinics, hospitals, and ancillary healthcare facilities nationwide.

It provides policyholders the highest quality medical professional liability insurance products and services at the lowest responsible cost, while maintaining a financially sound company.

NORCAL’s brand essence is captured in the following three words: vibrant, powerful and caring.

Like its physicians, NORCAL’s approach is forward-thinking and modern, while valuing stability above all else. These insights guide the company’s brand iteration, with a logo that combines clean, rounded lines and a modular sensibility, replicating the shape of a modern asclepius, and rendered in an dynamic color palette.


  • Branding
  • Identity
  • Logo
  • Style Guide
  • Typography
  • Photography