American Family Insurance

Taking Flight

The Spark Ignites Dynamic Brand Identity & Sculpture



The Spark is a building dedicated to innovation, collaboration, and entrepreneurship in Madison, Wisconsin. The name ignited a dynamic brand identity and sculpture that expressed the energy of this community hub.




Art Installation / Program
Identity Design / Branding
Experiential Design
Facilities/Campus Branding


Corporate Workspaces / Brands
Exterior Placemaking

The Spark is a catalyst for innovation. Created by American Family Insurance, it’s an entrepreneurial hub and ecosystem for local start-ups.

The state-of-the-art building represents American Family’s investment in the city of Madison. It houses various initiatives such as Starting Block Madison, American Family’s DreamBank, and the company’s digital transformation, venture capital, and community investment efforts.

ZEBRADOG was commissioned to create a distinct brand identity for The Spark that was energetic and evocative. This was achieved through the creation of a dynamic logo, a vibrant pattern language, and a stunning sculpture.

The closed star icon is a nod to a spark shape which is a visual metaphor for creativity and symbolizes the perpetuation of community collaboration. Designed with its wordmark and tagline “Energized by American Family Insurance” the identity celebrates the potential we all have to make our community the best it can be.

The “Taking Flight” sculpture is emblematic of a bird taking flight into the world. The wings represent a three-dimensional extrusion of The Spark icon. The sleek reflective surface and shape inspire hope. It’s a showstopper day or night in the busy downtown Gebhardt Building Plaza.

Areas of Impact


The Spark Building Opens Today