Established in 1928, Farmers Insurance is one of United States’ largest insurers of vehicles, homes, and small businesses. The company also provides a wide range of financial services products and serves more than 10 million households, through the efforts of over 50,000 exclusive and independent agents, and nearly 24,000 employees.
Farmers Insurance has an 85-year heritage of helping customers protect their futures and seeking new ways to meet their changing needs. To honor this legacy and differentiate Farmers’ from competitors, they partnered with Lippincott to revitalize their corporate identity.
Working closely with Farmers’ leadership team, branding agency Lippincott leveraged a strategic combination of consumer input, research, and digital considerations in establishing a new logo and design direction. The goal was to be evolutionary rather than revolutionary by paying homage to the brand’s heritage and the original sun symbol designed in 1928, as well as the protective shield that was added 30 years later.
The resulting new logo and visual identity conveys a confident, approachable, and contemporary brand personality. It signals Farmers transformation to an organization that not only serves its customers better, but also helps empower them. Additionally, the visual system integrates Farmers Insurance current brand advertising, reflecting how the company helps customers make smarter, more informed decisions, and provides them with greater confidence, security, and peace of mind.