Thursday, September 4, 2014

Nationwide Insurance reverts logo change – after fifteen years

Nationwide Mutual Insurance Company is an American insurance company based in Columbus, Ohio. This week it introduced an updated version of an old logo which the company scrapped fifteen years ago. The redesign work was carried out by Chermayeff & Geismar & Haviv in New York.

The quaint eagle-on-N symbol was originally introduced in the 1950s and went through a few gradual changes during the course of four decades. In 1999, the company replaced it with a bold logo featuring a square enclosed by a rectangle.

But research showed that the eagle was still associated with the company so it was decided that it would be brought back. The new logo keeps the Nationwide wordmark and introduces an updated version of the eagle. The fact that Nationwide chose to go back to the eagle logo at this point must make it one of the most protracted logo change reversions in history.

Previous logo.

Pre-1999 logo.

Columbus Business First

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