Thursday, September 22, 2011

New logo: Cigna

The Connecticut-based health services company Cigna launched a rebrand campaign on Monday, September 19, as it changes its business model to focus less on corporations and more on consumers in a changing healthcare market. This includes giving up its 18-year-old "Tree of Life" logo for a pictogram where the the costumer is literally in the center.

Although Cigna have provided the full color version seen above, they seem to use single colour versions extensively as well.

Cigna's previous logo, used from 1993.

The "Tree of Life" design was presented in 1993, created at Landor Associates in San Francisco under the leadership of Lindon Leader. The reasoning behind the 1993 rebrand shared some similarities with the current, as it was thought at the time that Cigna's original logo didn't convey "care" properly. This rebrand also brought the entire company together under one symbol. The "Tree of Life" on a softened teal square was based on a New England quilt from the 18th century.

Cigna logo used 1982–1993.

Cigna's original logo, a blue block, was introduced in 1982 when the company was formed through the merger of Connecticut General Life Insurance (CG) and the Insurance Company of America (INA).

Logo for Connecticut General Life Insurance, designed in the late 1950s.

Of course, CG and INA used several different identities before they merged, the most notable example being the identity program that was created for Connecticut General by Lester Beall, one of the great American corporate identity designers of the 20th century. His elongated combination of the initials C and G in red and black was designed in the late 1950s and was used throughout the 1960s and 1970s.

Cigna press release
Insurance Capital
On the 1993 rebrand:
Hartford Courant
Leader Creative


  1. There was nothing wrong with CIGNA's old logo, I think it served it's purpose very well – kudos to Landor Associates. The new shift in image is a wise one however, if trying to garner support from individuals instead of corporate sources. The new logo is definitely more personal, open, friendly and inviting. I'll have to give them credit for the switch.

  2. Jeffrey, those are very perceptive observations.

    As part of the BrandSinger team that had the pleasure of working closely with a dedicated Cigna team, I made the same observations about their Tree of Life logo. It is a strong, distinctive, meaningful icon that has visual equity. Our team did extensive work in refining the Tree of Life (including the tree, color, containing shape) before moving on to completely new directions.

    Cigna wisely chose to move forward with a logo that captures the equity of the tree while signaling a strategic direction that focuses on the individual achieving full potential.

  3. It's always nice to have the author stop by to give some insight, particularly when they are as experienced as Jerry Kuyper.

    I would be interested in knowing who deserves the credit for this work. Jerry Kuyper Partners, BrandSinger, the client, or all three?

  4. I would say all three.

    Although rarely acknowledged on visual identity websites, the client deserves significant credit for creating the new Cigna brand identity.

    The Cigna team included marketing, creative services, brand management and research members. The Cigna CMO and CEO personally provided key strategic and creative directions in guiding the process from the beginning through the launch.

    On the creative side I had four designers contribute design concepts during the logo development process:
    Joe Finocchiaro
    Bob Wolf
    Juan Carlos Fernandez
    Aleanna Luethi-Garrecht

    The skills I used during the process were patience, listening and persistence which enabled me to synthesize all of the observations and insights into the logo design they selected.

  5. The new logo is interesting and more "friendly" at first glance. But am the only one who sees the startling resemblance to the female anatomy?? It's really quite striking.

  6. To paraphrase Freud, sometimes a tree is just a tree (and, in this case, an individual).

  7. I really fail to see any resemblance to the female anatomy. Just looks like a plain old stick figure to me. I kind of feel the old CIGNA logo was more representative. I don't know why but when I see the new logo I think of bottled water.