Aflac Logo

Aflac Logo PNG

The Aflac logo symbolizes family and the key to material and financial prosperity. It uniquely conveys this idea because the company represented by the emblem specializes in family insurance. The friendly, welcoming, and open sign instills trust and confidence in the future, as it consists of unique elements that bring hope.

Meaning and History

The beginning of this major American insurer was marked by the American Family Life Insurance Company of Columbus, as named by its founders. In 1964, the company was renamed the American Family Life Assurance Company of Columbus. The overly long name led to its abbreviation as Aflac, which was officially approved only in 1990. The emblem uses the shortened version.

The visual identity of the insurance company reflects only its primary line of business, as the graphic symbol is unable to cover all directions. Therefore, at various times, designers proposed different logo versions, aligning them with the principles of simplicity, clarity, and good visibility. They changed at key stages of the insurer’s development to fully demonstrate to clients reliability and a commitment to progress in protecting the population.

What is Aflac?

Aflac is a major insurance organization from the US with numerous international agencies. Its full name is the American Family Life Assurance Company. It was founded by three Amos brothers (John, Paul, Bill) in 1955 and has since been involved in issuing insurance policies in various directions.

1955 – 1964

As a budding insurer, the company focused on providing services, so the logo took a back seat. Moreover, during this period, the company successively adopted two different names, each of which was very long and, therefore, difficult to fit within the framework of visual identity.

1964 – 1990

The main element of the Aflac logo is people. They are depicted in the center of a vertical oval, similar to a medallion. The drawing is a contour, black and white, executed in a realistic style. It represents the key unit of any society – a strong and happy family. Their well-being is shown through their expensive clothing; content smiles on their faces, confident poses, and kind-hearted gazes. Surrounding objects are made as background, so they are blurred and lack a clear structure. This reaffirms that the main focus for the insurance company is family values.

The central area is surrounded by a wide dark band with light lettering. On the right and left, it is divided by stars, forming two parts: the upper part contains the phrase “American Family Life,” while the lower part has “Assurance Company.” Although the fonts differ, both are sans-serif. The first half of the name uses wide and rounded letters, while the second half uses classic print letters. The most original is the “A” and “E” with unusual crossbars.

1990 – 2005

After shortening the name to an abbreviation, a logo with a two-level inscription appeared: one line contains “Aflac,” and the other has “Incorporated.” The word in the upper row is set in a large font with uppercase glyphs. They are semi-bold, decorative, italic, and have sharp serifs. The second inscription, on the other hand, is thin. However, it matches the style of the one below and is separated from it by two lines.

The family image is now improvised: it looks like four blue figures without any specifics. The people in the center are taller than those on the right and left, suggesting they are parents with children. Designers moved them from the center to the left part of the emblem, placing them directly on the capital letter “A.” For better contrast, they colored the inscription black.

2005 – today

The duck is the iconic mascot of Aflac’s insurance company. It appeared in 1999 when it was designed by Kaplan Thaler Group for marketing purposes. However, it didn’t become part of the logo until much later, taking a prominent place in the foreground. In advertising, the duck looks friendly, attracting potential customers’ attention, so it perfectly replaced the barely noticeable figures of the four people symbolizing a family. It smiles, too – sharing confidence in tomorrow, radiating happiness and joy. Moreover, this domestic bird embodies flexibility, success, and resourcefulness. It is located in the center, partially covering the lowercase “l.”

Fonts and Colors

For its logos, the insurer chose typefaces with clear and easily readable letters. For better visual contact, they are either colored in contrasting shades, have thin forms, or are highlighted in italics. In the version with the duck, the font includes an unusual “A” with a shortened and diagonally cut crossbar. The primarily used fonts resemble Garamont Amst SB Italic and one of the Today family variations. Glyphs are sharp, smooth, and sometimes rounded.

The color palette of Aflac’s emblem is business-like and practical, aimed at enhancing the visual identity’s perception. Designers chose contrasting colors, classically combined with each other: black letters are visible on a white background and vice versa. Subsequently, blue (inscription), white (duck and background), and yellow-orange (beak) were added. This addition is related to improving the insurance company’s perception, as it should express happiness, well-being, reliability, carefreeness, and joy for clients through its identity.

Aflac color codes