![]() The shape of the main logo is pyramidal, as there are two geometric shapes at the bottom and one at the top. The iconic mark of State Farm is the oval. References to types of services were removed due to the expansion of insurance benefits and financial services. To do this, they removed the inscriptions and the bounding square frame, leaving everything else unchanged. The developers tried to preserve as much as possible three oval figures forming a triangle. Its author is the studio Chermayeff & Geismar. The current emblem was approved in January 2012. It is placed in one line and typed in italicized sans serif. The difference between the new emblem and the previous one is the large company name, presented in the right part. They are very similar, as the second version contains the same ovals with a square inscription on a white background. 2006 – 2012įor some time, two emblems were used in parallel. This logo also appeared after that date: in 2020, it was returned for use in advertising. Above them is the name of the insurance company, “STATE FARM,” and below it is “INSURANCE.” All elements are in a square frame with rounded corners. They are in italic white on a scarlet background and outlined with a white line. In the ovals where the automobile, agricultural products, and helmet were represented, the inscriptions “Auto,” “Life,” and “Fire” appeared. In 1953, the emblem underwent a radical change. The predominant colors were red (central part) and olive (edging stripe). The designers turned the car half sideways and moved the cornucopia to the right. As a result, the logo shows a fragment of a helmet instead of a fire engine. 1943 – 1953Īfter the redesign, a new inscription appeared in the third oval with fire insurance – “FIRE END MARINE,” i.e., protection not only against fire but also against accidents on the water. The inside of the ovals have taken on a red color, and two of them are intertwined in the form of a figure eight, the infinity sign. This is an illustration of the services offered: auto, fire, and crop loss insurance. They depict an automobile, a cornucopia with a variety of crops, and a fire engine. This period was a defining one in the history of the company’s identity, as it was in 1936 that the triangular badge with three horizontal ellipses appeared. The expansion of insurance benefits led to an increase in the number of ovals on the emblem. Along the edge of the oval is a wide white band indicating where the company was founded and the name under which it first appeared, “STATE FARM MUTUAL AUTO INS. It is surrounded by several inscriptions: “SERVICE SATISFACTION” (above) and “SAFETY ECONOMY” (below). In the center of the oval is a black car. The debut version of the logo already had the shape of an oval, which later took root and became the corporate mark. Since 1942, this organization has been the largest motor vehicle insurer in the United States. It was formed in 1922 to provide financial and insurance services. State Farm is a group of companies headquartered in Bloomington, Illinois. The company has had a total of six emblems during its existence. ![]() According to the vice president of marketing, this measure was necessary to make the organization more competitive in today’s digital world. The new identity was approved in early 2012 at State Farm’s 90th anniversary. This was done to advertise the core insurance services. And for 60 years, this trademark has played a very important role in maintaining the brand image.Īt the end of 2011, the company carried out a major modernization of its visual style, turning the three-oval emblem into a modern logo. ![]() The red icon with three ovals is legendary: it has been around since the 1940s. The company retained the old logo, which had gained widespread popularity over the course of its existence. The final transition was only recently completed in 2019. It was then officially spun off from the parent organization and named Desjardins Insurance, while the U.S. The fact is that in 2014, the company sold its Canadian operations to Desjardins Group, which used the original name until 2018. Starting with a small insurance project, State Farm has grown into a very profitable business that has spanned many countries.
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