AAMI is an Australian insurance group, which was established in 1970 and specializes in vehicle policies along with travel and health protection services. The company is a part of the Suncorp Group, which is a huge player on the Australian market in the financial and insurance sector. The group has 15 thousand employees and annual revenue of 16 billion AUD.

Meaning and history

The company’s visual identity is based on a minimalist and laconic logotype, which boats a bright color palette, evoking a sense of passion and power.

The company’s logo, executed in red and placed on a white background, looks modern and stylish. Without any additional details it is solid and complete, perfectly balanced and reflecting a progressive firm.

On some versions of the insurer’s visual identity there is a thin and light lettering “Lucky You’re With”, placed above the main wordmark, on its right part. The motto is written in all caps and uses the same color as the company’s logotype.


For the web and mobile app icons the company uses white inscription, placed on a red square with rounded angles.


The wordmark is executed in a bold and modern sans-serif typeface, which is Futura No 2 SC Medium. This super popular geometric font was designed in 1927 by Paul Renner.

The clean and straight lines of the letters looks confident and solid, while the pointed sharp angles add a sense of progress and dynamics. Reflecting the innovative approach of the company and showing its strong sides.


Founded in 1970 as a car insurer, Australian Associated Motor Insurer’s Ltd, or AAMI, has significantly expanded its product and service range over the years.


Today, one of the main insurance companies in Australia offers a full range of personal and business insurance plans, having over 2,5 million policyholders throughout the country.

The Personal products include car and motorcycle plans, home and life insurance, along with travel and income protection. The Business range has various plans for market stall, commercial property and public liability solutions.

Though the car segment is still the main focus of the company, it is constantly growing and developing in order to provide their customers with new flexible plans, suitable for all the possible needs of both individuals and businesses.

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