• by Tanya Gazdik , July 31, 2013

Farmers has unveiled a new corporate logo that aims to connect the Los Angeles-based company's past with its future.

"Our new logo is meant to be evolutionary rather than revolutionary," says Mike Linton, chief marketing officer for Farmers, in a release.

New York City based-Lippincott is the creative partner behind the new Farmers logo.  

The company was “really proud” of is previous logo, “but it is time to hit the refresh button,” says Linton.

“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," he said.    

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,” he says “And by doing so, we can help them make the smartest insurance choices for their families.”

The new logo is part of the Farmers transformation to an organization that not only serves our customers better, but also helps empower them, he adds.

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.

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