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12 health insurance logos we like

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You’ve heard the saying, “A picture is worth a thousand words,” right? How about: “A logo is worth ten thousand graphic designer’s tears”? Too obscure or hipster-ish, you say?

Well, if you really want to make any graphic designer cry, just ask them to whip up a logo before day’s end and give the designer a very vague creative brief. (Let us warn you, though, that you might be pierced by the thousand knives being thrown at you by said designer.)

But really, what is a logo if not the essence of a business? A good logo can be incredibly successful in creating an easily recognizable brand. A poorly designed one will become just one more among millions of logos, or be so terrible that in its negative publicity becomes famous … or gets rebranded as quickly as possible.

Here, we present a group of health insurers, agencies and providers that are getting their logos right. 

Next month, we’ll announce our favorite logos from life insurance agencies and carriers. See a logo you think ought to make our list? Email it to Lynette Gil ([email protected]).


Community Health Plan of Washington

We are giving this not-for-profit organization a thumbs-up for being one of the few, if not the only logo, to feature a colorful and simple flower.

florida blue hmsa

Florida Blue Cross & Blue Shield and HMSA

The span of Blue Cross and Blue Shield licensees is amazing, but we have to give props to both Florida Blue Cross & Blue Shield and the Hawaii Medical Service Association (HMSA) Blue Cross and Blue Shield for adding their own personality to their versions of the BC&BS logos. While Florida opted for a simple slogan, with “Florida Blue,” HMSA added a tiny map of the Hawaiian Islands inside the Blue Shield logo.


Neighborhood Health Plan

Though they opted for the typical “medical blue” seen in many a logo these days, but in a darker hue, Neighborhood Health Plan’s mix of green and blue ringed logo seems like a fun etch-a-sketch design. The other thing that catches your attention is the font that they used: simple with a modern twist.



MVP Health Care

Founded by doctors, this not-for-profit health plan seems to have taken the old adage, “An apple a day, keeps the doctor away” seriously. Their logo features half an apple with a little leaf drawn with soft brushstrokes or swishes. Pretty clever.




A deep, almost burgundy, red and bright white logo, Carle’s brand representation is both simple and effective. Even though they used the traditional health care cross, the logo excels with its subtle classiness to represent a health care provider.

the health co-op


The Health Co-Op

There’s a reason why the Olympics are represented by interlocking rings, which symbolize continuity and the human beings. In The Health Co-Op’s case, their interlocking rings on the logo also symbolize the triquetra, or another version of the Holy Trinity symbol.

fox benefits


Fox Benefits Insurance Agency

The fox in the logo establishes both the name of the firm and the animal, while the logo itself conveys the idea of benefits sales. Pretty foxy, if I may say so.


Cigna Corp.

Is it a happy human, a tree…or a human tree? Their older logos always incorporated a tree of some kind, but used to be a dark teal or blue-green color. The newer logo, adopted in 2011, was named “Go you” after their business philosophy and their relocation of the corporate headquarters to Bloomfield, Conn. It incorporates brighter colors, a human element, and the tree.




Simple and straight-forward, why bother with gimmicky icons or overly elaborated logos? Oscar, a health insurance company, is the epitome of minimalists everywhere; even their website reflects their belief in simplicity.

If you’re a modern digital native who’s into website design, you might really like their website. If you’re more of a traditional person when it comes to design, their website will leave you saying, “Wha-…Where’s the literature?” It doesn’t look anything like a usual website for a health care provider or company; and their logo encompasses that too.




There are very few logos that feature a heart in purple, but that’s probably why CareSource choose to have their logo be a purple heart, completely different from the blues and reds that usually make up health care companies’ logos. Although, blue + red = purple. Now I’m wondering if the logo also refers to the military honor…Genius.

mn sure


Saving the best for last: MN Sure

Kudos to the clever designers who came up with MN Sure’s logo. Sure, at first glance you might look at it and say “but those are just squares!” I dare you take your time and really look at it. Do you see it?

The squares form a pattern…of the state of Minnesota. Simple, fun, clever. Well done!

Next month, we’ll announce our favorite logos from life insurance agencies and carriers. See a logo you think ought to make our list? Email it to Lynette Gil ([email protected]).

See also:

7 marketing clichés to avoid

Does your website say ‘going out of business’?


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