State Farm is an American insurance company founded in 1922 in Bloomington, Illinois. Its visual identity centers on a red three-oval mark that has been in continuous use since the mid-20th century, with a significant simplification introduced in 2012.
Design and History
State Farm’s red tri-oval logo was created in the mid- to late 1940s and updated in 1953. The company’s own historical account explains that it began with one oval to represent its single product, auto insurance, and adopted the three-oval logo by 1953 as coverage options and the customer base grew. [1] The 1953 version placed the three ovals inside a square design, with each oval labeled with a type of insurance: “auto” on top and “life” and “fire” underneath. [2]
In 2007, the words “State Farm” in large letters were added to the 1953 logo. [2]
On December 15, 2011, State Farm announced a new logo that began use on January 1, 2012, in celebration of the company’s 90th anniversary. [3] The redesign was created by the New York graphic design firm Chermayeff & Geismar, following a two-year project. [4] The firm’s own portfolio lists State Farm among its logo and identity program clients. [5]
The 2012 update removed the words “auto, fire, life” from inside the ovals and eliminated the surrounding box. The three ovals remained but were enlarged, with no words inside them. [2] The new logo consists of a simple three-oval design adjacent to the State Farm wordmark. [6] The redesign was intended to simplify the design while emphasizing that the company offers more services than traditional insurance lines, such as State Farm Bank. [7] The company also described the new logo as more contemporary and easier to spot in digital, mobile and social media. [8]
Meaning and Symbolism
State Farm’s official account states that the three ovals grew in number as product offerings grew, and that today the three ovals are iconic and can stand alone in representing State Farm. [9] The company’s historical narrative ties the ovals directly to its expanding coverage options over time. [1]
The logo has remained the same red color through the 2012 change. [3]
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