The Direct Line logo features a red phone on a white background with the company's name written in bold, modern black letters underneath. The phone in the logo is a nod to the company's origins as a telephone-based insurance service. The logo was designed by the agency VCCP and was launched in 2012 as part of a rebranding effort. The new logo was meant to reflect Direct Line's focus on simplicity and ease of use, as well as its commitment to providing customers with direct access to its services. Since the rebranding, the logo has become one of the most recognizable business logos in the UK.
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