Please Note: Summit Benefit Solutions revised their brand when they merged with July Business Services; Summit’s brand colors changed to reflect that partnership. Previous brand design styles produced by GSM are reflected here only for the purposes of this portfolio.

Summit Benefit Solutions Logo

When Summit came to GSM, they explained that they needed an updated face that would make them feel current and relevant in a retirement industry dominated by big players.

We took the bones of the logo that was already familiar to them and reimagined it as a large, memorable circular icon. This helped them to continue leaning into the visual metaphor of a “summit”—achievement—in their key messaging and to preserve the legacy of their visual identity while still feeling updated, contemporary, and competitive.

From there, we chose a flavorful color palette and matched it alongside bold, crisp typography that cements the modern style they sought.