The cube symbolises stability and confidence as it is a very firm and definite shape. The L is in white, overlapping the cube, which is meant to look like a hole to mean that Lundstrom Insurance is the key for stability. The bold font used, as opposed to serif fonts enhances the stable feeling to be portrayed (as well as the fact that sans serif fonts are a lot more contemporary in comparison to serif). The blue in the existing logo has been tweaked to become a more calm colour, saying that taking out insurance from Lundstrom Insurance gives you peace of mind, no need to worry as Lundstrom Insurance is looking after them. It is also this colour in order to remove the heaviness of the blocky, bold shapes and fonts (as well as the blue to white gradient on the cube and the use of italics in 'Insurance'). The 'Insurance' is smaller than the 'Lundstrom' to enhance the name 'Lundstrom' itself as there are already many existing insurance companies with 'Insurance' in the name, so in my opinion I think that it is more important to prioritise the part of the company name that makes it stand out more than other companies.