Farmers Insurance launches new Corporate Logo.

Drawing on that 85-year heritage, Farmers has unveiled a new, corporate logo that connects the Los Angeles-based company’s rich past with its promising future.

“Our new logo is meant to be evolutionary rather than revolutionary,” said Mike Linton, Chief Marketing Officer for Farmers. “We are really proud of our logo, but it is time to hit the refresh button. To distinguish yourself in today’s saturated insurance marketplace, it’s critical that our logo stands out on television, the Web, mobile devices and other media – considerations no one could have imagined in the 1950s when the Farmers logo was last updated.”    

In developing its new logo, Farmers relied upon its first logo designed in 1928 when the company was founded. In that inaugural logo, the warmth of a sunrise represented the optimism of a new day. Some 30 years later, a shield image was added to the sunrise to symbolize protection.

Taken together, Linton said, the sunrise and shield represented an organization that confidently safeguarded its customers. 

“The new logo captures our belief that by helping customers make more informed insurance decisions, we can provide them with greater knowledge, confidence and security. And, by doing so, we can help them make the smartest insurance choices for their families,” said Linton. “The new logo is part of the Farmers transformation to an organization that not only serves our customers better, but also helps empower them.”

The current Farmers “We Believe in Smart” advertising campaign, which is at the core of the company’s sales and marketing efforts, reflects and reinforces its focus and commitment to help make customers smarter about their insurance decisions.

Linton explained that a combination of judgment, consumer input and research and digital compatibility were instrumental in the decision by Farmers to select a new logo.