Farmers Insurance Draws on Proud 85-year History with Launch of New,
Contemporary Corporate Logo
LOS ANGELES, July 31, 2013
LOS ANGELES, July 31, 2013 /PRNewswire/ --Since its founding in 1928, Farmers
Insurance has placed a premium on the importance of integrity, service,
strength and stability for the benefit of its customers.
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
"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
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
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.
New York City based, Lippincott, is the creative partner behind the new
Farmers Insurance Group of Companies is a leading U.S. insurer group of
automobiles, homes and small businesses and also provides a wide range of
other insurance and financial services products. Farmers Insurance is proud to
serve more than 10 million households with more than 20 million individual
policies across all 50 states through the efforts of over 50,000 exclusive and
independent agents and nearly 24,000 employees.
The Farmers Exchanges are three reciprocal insurers (Farmers Insurance
Exchange, Fire Insurance Exchange and Truck Insurance Exchange), including
their subsidiaries and affiliates, owned by their policyholders. Farmers
Group, Inc., along with its subsidiaries, manages the non-claims insurance
operations of the Farmers Exchanges. Farmers Group, Inc. is wholly owned by
the Zurich Insurance Group. For more information about Farmers, visit its Web
site at www.farmers.comor at www.Facebook.com/FarmersInsurance.
Contacts: Erin K. Freeman
SOURCE Farmers Insurance
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