This logo should be a pretty fun and interesting challenge. Since our target audience are blue-collar workers and low-skilled, high-turnover employees in Mexico, the kind of logo we'll need to create will be a little bit different from the usual requests you generally come across in 99Designs.
The type of brands that appeal to blue-collar Mexicans tend to be no-frills, unpretentious, friendly brands - what we call "Populist" brands. These are brands that either a) are very simple and straightforward, or b) have a bit of a sense of humor about themselves. If a brand's image is too sleek or fancy-looking, people will assume it's expensive or pretentious and move on. So, in order to appeal to a target audience we need to create a logo that is a little bit bolder, friendlier, and on the "populist" spectrum. In the inspiration items we've included a folder with some examples of the type of "populist" logos we're talking about.
At the same time, we need to strike a balance. Remember that we provide insurance packages, and our clients entrust us with taking care of them in case things go badly. As a result, our logo needs to convey an image of reliability. We might have a cool mascot and a friendly image and everything, but we don't want to overdo it and have people think we're not serious.
In line with this idea of friendly, "populist" logo that nevertheless conveys competence and reliability, our fonts need to convey these values as well. We can't really use fonts that would fit better in the logo for a Web company or a design studio - so no fonts that are too sleek and thin for blue-collar people to identify with. We're looking for fonts that are a bit friendlier - sleek and thin, sure, but with playful, rounded edges and little distinctive quirks. We've included some examples of some fonts we'd like.
Additionally, Mexicans love logos that are very distinctive looking. Logos that have a mascot or some sort of iconic image associated with them tend to be remembered a whole lot more than subtle logos. In Mexico, distinctiveness is the name of the game. That's why we're looking for a logo that has an emblem, a mascot, or a distinctive pictorial element to it. If you can come up with a cool, simple, iconic mascot, that'd be awesome :-) In the inspiration items, we've included some examples of what we think are cool executions of these concepts.
Btw, one last thing about our name: when Eita Seguro is read out loud, it sounds like "Hey, te aseguro," which in English means "Hey, I've got you covered." Don't know if this might come in handy in terms of logo design, but we figured it wouldn't hurt to mention it!
Well, that's about it. Feel free to reach out to us if you have any further questions, and we look forward to seeing what you come up with! :-)