Friday, December 16, 2011

New logo: State Farm

The major American insurance company State Farm, one of the 50 largest companies in the US, announced yesterday, December 15, that it was going to phase in a new corporate identity from January 2, as it celebrates its 90th anniversary. This replaces a symbol that has been essentially unchanged since it was introduced in the 1950s. The new corporate identity was created by Chermayeff & Geismar, who simplified the classic logo by removing the words and separating the ovals.

The current State Farm logo is one of the oldest corporate logos still in use by a major American corporation. According to American trademark designs it was designed in 1953 by a forgotten firm called Whitaker-Guernsey Studio and registered in 1956. It was also a simplification of a previous symbol that included a car, a cornucopia and a fireman's cap rather than the actual words "auto", "life" and "fire". In recent years, the logo has often been used with a wordmark, as seen in the example below.

Previous logo.
"In today’s digital and mobile world this simple and contemporary design makes for a bolder presence in the marketplace whether it’s through a billboard, television advertising, a sign outside an agent’s office, online or through one of our mobile web applications" - Marketing vice president Pam El on the rebrand in a press release
The classic symbol on its own.

State Farm press release (archive)
State Farm logo page (archive)

1 comment:

  1. I am agree with this blog as in today's case, the state farm has become the major insurance company in America. And, whatever the policies they used to launch are so much convenient for their customers.