Fifty-five
years is a good run for any corporate logo, but now Farmers Insurance
is replacing its old mark with a new one—keeping several of the original
design elements but giving it a sleeker, more contemporary look. The
company's first logo, unveiled upon its founding in 1928, featured a
sunrise to represent the optimism of a new day. Thirty years later, a
shield was added to symbolize protection. That's the way it remained,
until now. The new logo, designed in collaboration with Lippincott in
New York, keeps the sun and shield—but otherwise has a whole new look.
Farmers CMO Mike Linton tells Adweek that it's a "nice evolution." He
maintains that a strong logo is critical in distinguishing oneself in
today's saturated insurance marketplace. Farmers unveiled the new logo
to its sales force at a big meeting in Chicago last week. Asked if logo debacles like Gap's gave
Farmers pause in changing its logo, Linton replied, "We researched this
to pieces." The company considered hundreds of options in a process
that lasted several months, he added.
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