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November 29, 2012 at 08:25 AM
Branding is that effort to make a good impression in the three seconds it takes for somebody to decide if your company is worth doing business with. And in the life and health world, there are some logos that do an especially good job of standing out from the crowd of carriers. Here are 11 of our favorites.
Next month, we’ll announce our favorite logos from agencies and brokerages. See a logo you think ought to make our list? Email it to Bill Coffin ([email protected]).
Sentry Insurance
A literal as well as a figurative symbol of vigilance and protection; the Sentry logo portrays Revolutionary Captain John Parker, who rallied 77 of his fellow minutemen to hold off an overwhelming British advance.
Pacific Life
The humpback whale has been the brand ambassador for Pacific Life since 1997, acting as an avatar for providing for the next generation. Pacific Life doubles down on this with its corporate contributions to whale preservation and improving the health of the oceans.
AIG
As the company rebranded itself, so too went the logo. What followed was a subtle reversal of everything the old logo stood for, to communicate that this really was a new AIG. The blue and white scheme softened and inverted. The old-style serif lettering gave way to a more modern sans serif treatment. Result? A reinvented brand for a reinvented company.
Prudential
The Rock is one of the most famous insurance icons, with a long history. “Prudential has the strength of Gibraltar” read the company’s earliest ad copy, and since then it has maintained that image with a logo that, while updated, never strayed from the original concept. Even little kids know this one.
