Aetna Health Insurance Company works in four areas. It increases the efficiency of health care facilities, prepares financial plans to control income and expenses, and offers wellness programs and various insurance services and benefits. Thus, the organization has positioned itself as an expert in developing solutions to maintain health. As of 2018, its sole owner is CVS Health Corporation, which operates a chain of pharmacies. It is headquartered in a Victorian building in Connecticut’s capital city.
Meaning and History
Aetna is a direct descendant of the insurance company of the same name that opened in the early 1800s. The foundation for the modern brand was laid in 1850 when the parent organization established a life insurance fund. In 1853, that division became independent. The executives decided not to change the name so as not to lose consumer confidence. It was inspired by the stratovolcano Aetna on the east coast of Sicily. It is the highest volcano in Europe, and in the 1800s, it was also the most active.
During the economic crisis, the company was wanted to be liquidated, but this was avoided. In 1856 its annual income exceeded one million dollars. Thanks to its financial stability, it changed its strategy and greatly expanded its services. In 1899 Aetna was one of the first to begin insuring not only people’s lives but also their health. Later it gave bonds to build the Manhattan Project, the United Nations headquarters, and to rebuild the Statue of Liberty.
A company-wide reorganization helped it adjust to changing market standards. This process was accompanied by a constant renewal of its identity, which was also up-to-date. Thus, Aetna had no fewer than eight logos. They were used in different eras – from the middle of the century before last to the present time. Like all the others, the current version contains the name of the brand but differs in its original design.
1853 – 1908
In 1853, a division emerged from the original Aetna firm and became the basis for the same name’s life and health insurance company. The new organization used a logo that read “AETNA LIFE INSURANCE COMPANY” for advertising. The initial “A” and “E” in the first word were spliced together. The floral ornamentation depicted in the background echoed the figurative Old English letter design. At the bottom was additional text, including the name of the city and state where the insurance firm was established. The designers had the phrase “Hartford, Connecticut” in a fine calligraphic script.
On the left was an elaborate graphic composition. The central element was a woman with a lance and sword, presumably the Roman goddess Minerva, patroness of wisdom, doctors, artisans, and artists. She towered over a seated woman holding a child in her arms. Trees surrounded them.
1908 – 1965
Following the trends of minimalism, the designers simplified the structure of the emblem. The new version contained a black circle with an ” AETNA ” white inscription.” The shape of the letters was adapted to the size of the circle so that they occupied the entire inner space. The first “A” and “E” were joined by horizontal lines to form a monogram or, more precisely, a ligature.
1965 – 1989
In 1965, Lippincott & Margulies updated the corporate image of Aetna. As a result, the logo became rectangular in shape and orange. The white lettering remained, but the font was completely different from previous versions. Specialists converted the “t,” “n,” and the last “a” to lower case, using a custom bold font with massive serifs. The “A” and the “E” at the beginning remained uppercase. Only the ligature style was changed. At the same time, all the letters in the word merged with each other, as there were very narrow intervals between them. The brand’s name was not in the center of the rectangle but at the top, aligned to the right.
1989 – 1996
After another redesign, the base turned into a red square. The letters were disconnected, but the ligature did not disappear. The creators of the logo redesigned it by enlarging the “E” and removing the horizontal bar at the top of the “A.” They had to do this because the font was changed to a bold geometric grotesque with balanced proportions. As in the previous case, the lettering was at the top of the quadrangle, only this time it was center-aligned.
1996 – 2001
The square base disappeared, and the insurance company’s name was repainted in terracotta with a pink tint. The letters became more angular. The last “a” has a miniature triangular serif at the bottom.
2001 – 2012
For the first time in many years, the designers removed the ligature at the beginning of the word, separating the “A” and the “E.” They chose a font that combined thin and wide strokes. The ends of the letters were decorated with long serifs. To the left of the inscription was a schematic figure of a man with his hands in the air. A yellow ribbon waved above his head. Both the silhouette and the brand name were blue, but two different shades were used for the icon.
2012 – 2019
In 2012, Aetna reorganized to reflect the impact of health care reform on insurance services. To confirm its intentions, it revamped the logo, for which it enlisted the help of agency Siegel + Gale. The designers got rid of the human figure and focused only on the lettering:
- They made all of the letters lowercase and reunited the “a” and “e.”
- They created a custom sans serif typeface that combined wide lines, smooth rounding, and right angles.
- Navy blue was replaced by purple.
2019 – today
Aetna’s new corporate logo comes after the brand became part of CVS Health Corporation. A purple heart-shaped icon was added next to the lettering to mark the occasion. The exact same element, but in red, adorns the CVS Health logo.
Font and Colors of the Emblem
Although the main symbol of Aetna is now the heart, it does not have as much significance as the ligature formed by the letters “a” and “e.” A crucial historical legacy reflects the insurance company’s commitment to cooperation and assistance. There is symmetry in the connected characters, which speaks to the harmony of the relationship between the organization and its clients.
The font was designed specifically for Aetna. It shares features with eSpectrum Extra Bold, and FF Signa Round Pro Condensed but differs in the smooth rounding of some fragments. All letters are lowercase, which corresponds to modern standards. Previously, the Bodoni variety was used for the inscription.
The color of the logo is atypical for insurance companies. As you know, financial institutions usually try to show their conservatism with dark colors. The Aetna brand decided to stand out against their background with a bright purple palette.