• The New York Times, Friday, December 16, 2011 11 AM

State Farm's logo hasn't changed since 1953, but that's changing. The insurer plans to introduce on Jan. 1 a more contemporary logo easier to spot in digital, mobile and social media. The new logo is also meant to signal that State Farm has expanded beyond its traditional realm of selling insurance.

The new logo, designed by a corporate and brand identity consultancy in New York, Chermayeff & Geismar, keeps the basic design of the current one. And State Farm is sticking with its longtime ad slogan, “Like a good neighbor, State Farm is there,” with the accompanying jingle, updated in some commercials that are aimed at younger consumers.

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