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Life Health > Health Insurance > Your Practice

11 life & health logos we like

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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 logo

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.

Pac Life logo

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 logo


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.

Pru logo


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.

Hartford Logo

The Hartford

The deer stag has undergone revisions over time (which the Hartford shows in a neat slideshow here), always showcasing the image of majesty, vitality and strength.

Sagicor logo


The S logo is a stylization of the company’s old logo of a Phoenix, which symbolized rebirth. The colors reflect the hues of Caribbean flora and water in a nod to the company’s Barbados location. And the softness of the image is a conscious move to suggest wise thinking for the future.

unum logo


The stylized play on the company’s name and the people it serves reminds us of the Ubuntu “circle of friends” logo, but in a good way. Plus, Unum’s logo came first.

Washington Lincoln logo

Washington National & Lincoln Financial

Is there any presidential profile more iconic than George Washington? Well, the folks at Lincoln Financial might have some ideas. Both it and Washington National score big by drawing on presidential icons that carry with them instant familiarity and trust, silhouettes from the past to remind us of the power of history and longevity.

John Hancock logo

John Hancock

In keeping with the early Americana theme, there is no signature more readily recognizeable than this one; the signature itself is shorthand for signatures in general. When asked what logo comes to mind for life insurers, this one always makes the short list.

ING logo


The orange lion draws upon both the national color and the national symbol of Holland. More than a few Dutch companies include the lion in their iconography, but none do it as well as what we see here. 

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]).


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