Metropolitan Life Insurance Company, widely known as MetLife, has used several distinct visual identities since the mid-20th century. The company’s current logo, introduced in 2016, is a blue and green stylized “M” formed by two interlocking shapes, accompanied by the MetLife wordmark in black.[1]
Design and History
MetLife’s first formal logo did not appear until nearly a century after the company’s founding. In 1964, the insurer replaced its long-standing tower emblem and slogan, “The Light That Never Fails,” which had been in use since 1909, with an abstract symbol designed by Don Ervin of the New York design agency Sandgren & Murtha.[2] The symmetrical geometric mark was created by rotating the letter “M” four times at right angles, producing a star-like form in the negative space.[2] The New York Times reported on the new symbol in September 1967, noting that Joseph M. Murtha, president of Sandgren & Murtha, was present to explain the corporate identity program.[3]
In 1985, MetLife introduced Snoopy and other characters from the Peanuts comic strip into its advertising to soften its corporate image.[2] Over the following decades, the four-M logo was gradually phased out in favor of the Peanuts mascot.[2]
On October 20, 2016, MetLife launched a new global brand platform under the tagline “MetLife. Navigating life together,” marking the most significant change to the brand in over 30 years.[1] The rebrand was created by Prophet, an agency and brand consultancy that had worked with MetLife for the prior year to redefine its overall strategy.[4] As part of the change, Snoopy and the Peanuts Gang were phased out of the company’s branding.[5]
Meaning and Symbolism
Prophet’s creative director Craig Stout explained that the 2016 symbol was designed to represent the desired personality of the brand: “two pieces coming together creating a new monogram.”[4] The blue shape reflects the company’s heritage, while the green was chosen partly because it is not a color frequently used in the insurance industry.[4] Together, the two shapes form the letter “M” for MetLife.[4]
MetLife’s own brand guidelines describe the symbol as comprising two simple shapes that come together to create an “M,” with the blue color reflecting the brand’s heritage.[6] The company’s Chinese-language brand story further explains that the iconic blue continues the brand’s visual legacy with a brightened, more modern tone, while the new green represents life, renewal and energy.[7]
Typography and Design
In the 2016 identity, the MetLife company name is presented in black lettering alongside the blue and green symbol.[5] The brand’s preferred color for the logo is MetLife Blue, specified as Pantone 285 in earlier brand guidelines.[8]
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