Cigna is an insurance company with a very wide range of services. She cares about the lives and health of the people of the United States, and to make it more effective; she has a Cigna Global Health Benefits division. Its goal is to make health care accessible. Insurance is available for outpatient, inpatient, and dental treatments, including various procedures.
Meaning and History
The basis for Cigna was two companies that appeared much earlier: INA Corporation and General Life Insurance Company. The first was founded in 1792, and the second was in 1865. They united in 1982 and came up with a name for their union, using the letters CG (Company General) and INA. Apart from the name, no element of its identity indicates the origin of Cigna because the company is looking to the future and wants to create an image of a progressive insurer. She changed the logo only so that customers could guess about her wide range of services.
1982 – 1993
As a result of close cooperation between CG and INA, a new company was born – Cigna. Her predecessors used different emblems, but the amalgamation caused them to abandon their own visual identities. It was decided to create a logo consisting of a white company name against a black rectangle. Under the inscription was a long horizontal line. All letters were bold, and capital, “N” and “A” merged in the bottom corner.
1993 – 2011
Cigna was concerned about how customers perceived it. After all, a strict corporate logo did not reflect the entire range of services, which has expanded over ten years of work. The insurance company turned to Leader Creative for help with rebranding and, together with them, interviewed hundreds of respondents in different cities. As it turned out, almost no one knew what Cigna did and considered its wordmark to be bureaucratic.
Designers at Leader Creative started experimenting with the logo, but the original options with keeping the rectangle and lettering didn’t work because their meaning wasn’t obvious. So the corporation decided on global changes: it completely abandoned the old trademark and chose a symbol known as the Tree of Life. Leader Creative specialists also suggested this option. They were trying to convey the idea of stability, strength, and growth, and the tree was perfect for that role. The inspiration for the artists was a pattern found on an old New England quilt, which is a relic of the 18th century.
Tree of Life consisted of white stripes, circles, and pointed ellipses. The trunk, twigs, fruit, and leaves were formed by negative space inside a jagged turquoise square, and below was the gray name of the brand. All letters were capitalized, but the first “C” was larger than the others.
2011 – today
In 2011, the company decided to change the logo that had been in use for the past 18 years. She placed at the center of the person – a collective image of customers buying individual insurance. A head indicates his presence in the form of an orange circle. This was done to demonstrate a new business model, where the focus was not on large corporations but individual consumers.
The man is depicted as a tree with a trunk and a green crown. He stretches his hands to the sky, but at the same time, he stands confidently on his feet. His firm position is indicated by the presence of land, which did not exist before. The “Cigna” lettering has become much softer. The designers converted all the letters to lowercase and gave them a rounded shape, except for the first one.
Font and Colors of the Emblem
The motif of the tree has been retained, as it perfectly expresses the essence of an insurance company striving for growth and stability. But the modern version is best suited under the name Tree of Life because the plant has now become truly animated. The human figure in the center demonstrates the friendly stance of the company. It shows that Cigna is committed to caring for people.
As originally conceived by Lindon Leader, wood represents vitality and diversity. It provides shelter, continuously grows, maintains a sense of security. And its roots are associated with a strong connection. The Tree of Life is a well-known cultural and biblical symbol. All this improves the image of Cigna as an insurance company that operates in various areas, including healthcare.
The wordmark has unique typography created especially for Cigna. The inscription is in bold sans-serif type with neat roundings. It is radically different from the typeface used in the previous logo – sharp-angled, angular, and with long serifs.
The color scheme has also changed noticeably. Lindon Leader chose a dark shade of turquoise as the base because he didn’t want green to be associated with a plant nursery. Modern designers didn’t care about this issue: they combined green (#56B948), blue (#F8971F) and orange (#0982C6), believing that the brighter the emblem, the better.