The most recent version of the State Farm logo or brand identity was done by Sagi Haviv and his partners at Chermayeff & Geismar. The State Farm was founded in 1922 and remains the largest insurance company in the United States. The first logo was one oval, and within it was an icon of a car, offering auto coverage. Later in 1935, it became three interlocking ovals, just as the current logo now, but in each oval stated each of the things that the company protected: auto, life, and fire. Over the years it was simplified further, still implementing the ovals and “Auto, Life, Fire.” However, the newest iteration of the logo, rendered by Haviv and his team in 2012, is the most simplified version of the previous attempts. Its presence at sporting events and in television ads is seen everywhere ever since its rebranding. The new State Farm logo is an exemplary example of brand identity because its current model comes from the original design, meaning that the values of the company are, for the most part, the same, so this continuation of the company’s ideals is reflected in their logo, perhaps a contributing factor to State Farm’s popularity and success since the beginning. 

 

Works Cited

Chermayeff & Geismar & Haviv, https://cghnyc.com/work/project/state-farm.