The GEICO brand has a text logo. The GEICO logo directly conveys the company name – clean, sleek, and bold. To make the information-style logo stick in the memory, the designers chose a bright color of a restrained palette – blue, almost cobalt blue. Massive letters create an impression of confidence and ability to withstand any difficulties.

GEICO: Brand overview

Such a line of business as private insurance in America has a long history. Its bright representative is the agency GEICO, the abbreviation of which stands for Government Employees Insurance Company. It was founded in 1936 to insure motor vehicles and groups characterized by minimal insurance risks – government employees and military personnel. Today, the company is a part of the largest holding, Berkshire Hathaway, with headquarters in the state of Nebraska, providing a wide range of services in its field.

Since entering the market, the agency has changed its image and logo several times, striving to make it more attractive and memorable. After the crisis and change of ownership, the latest version, designed in 1978, has not changed dramatically, except for a color change and the addition of original, interesting characters “loading” the main unchanging element.

Meaning and History

Geico Logo History

To talk about the emergence of new companies in the 1930s in America during the Great Depression was simply absurd. To create them was considered the height of misunderstanding the complexities of the economic situation. It was at this time – in 1936 – that the Goodwin family, contrary to popular belief, showed courage and foresight, creating a company that was engaged in the insurance of cars, government employees, and military personnel.

In 1948, Lorimer Davidson joined the company. As an investment banker, the family friend helped update the investment background by bringing new investors into the company. One of them was Benjamin Graham, who would later settle scores with Warren Buffett, an entrepreneur and investor in many American companies. The one who, buying up shares of various companies, became in 1965 the owner of a controlling stake in Berkshire Hathaway, in 1976, saved GEICO from bankruptcy by buying about 1 million shares.

Buffett bought his first shares of Public Employees Insurance Company in 1951.

As early as 1958, Lorimer Davidson took over the reins from Goodwin, who had decided to retire.

In 1959, the agency opened its headquarters in Chevy Chase, Maryland, aided by twenty years of successful insurance operations.

During the 60s, the company continued its successful growth, opening several new offices across America.

But the early 70s were a harbinger of failure. The breakup of the Goodwin family and the misguided policies of the new management led to a crisis. In 1976, the company’s stock fell from $61 to $2. At this critical moment, Buffett came to the rescue, investing $45,713.

Geico Symbol

Thanks to such a generous investment and careful underwriting, GEICO managed to stay afloat and continued its development in the 1980s.

In 1993, the company’s new chairman and CEO, Olsa Neisley, directed a significant portion of the company’s funds to advertising. Her actions yielded strong results, increasing the influx of customers by increasing the company’s visibility. Such actions again attracted the attention of Buffett, who in 1995 offered to buy all remaining shares and in 1996 made GEICO part of his Berkshire Hathaway holding company.

The new owner started an active advertising campaign. Development of a new image and visualization of the agency, promotion in mass media, on TV and the Internet, and mass mailings to mailboxes made universally recognizable the GEICO Gecko® brand, which in 2000 rarely left TV screens. The company logo was everywhere and became an advertising icon, the most memorable logo. The company’s website,, created in 2004, was also promoted everywhere with the slogan “ – so easy, even a caveman can do it.”

Today, GEICO is a company with monthly sales records and constant growth. This is due to the original branding solutions based on the emblem created in 1978. In this way, the company remains recognizable, demonstrating a commitment to its successful history. At the same time, original additions to the basic theme make it even more attractive and memorable.

1936 – 1951

GEICO Logo 1936

Given the level of development of advertising and graphic technologies of the time, the company’s logo was quite simple. Executed in black color, the emblem did not contain any images – only text. The first word was the accepted abbreviation “GEICO,” the letters of which were slanted to the right and enclosed in triangular quotation marks of gray color. Below this word in smaller capital letters in two rows, aligned in the center, was the full name – Government Employees and below that – Insurance Company.

1951 – 1974

GEICO Logo 1951

In 1951, in order to distinguish itself by visually equating itself with government agencies and thereby attempt to convey the same responsibility and stability that they have, the company turned to the style of government service marks. The logo is circular with a state eagle on a pedestal in the form of “stars and stripes” arranged in a circle – at the top are seven stars, decreasing in size towards the edges and their continuation of the inscription – the full name of the company. Under the pedestal of the eagle is a banner with the inscription “For Service to the Motherland.” In 1969, a rectangular plate with a black outline, located below the circle, was added to the image. The abbreviation of the company name is written on it in large capital letters.

1974 – 1978

GEICO Logo 1974

The logo undergoes dramatic changes. It uses a graphic element in the form of a figure, the upper edge of which is parallel to the lower edge and slightly longer. Both sides are equal in length and parallel. All corners are rounded, except for the transition from the upper contour to the parallel sides, to which small connecting segments lead at some angle. The central part of the lower contour forms a downward pointing arrow, reminiscent of the union sign in mathematics. The company abbreviation is printed on the inner margin in thick black capital letters. Below it, in small black capital letters, is written “AND FRIENDS,” indicating that the company is expanding and is already represented by subsidiaries.

1978 – today


When designing the modern logo, it was decided to move away from the classic black color. Only text was used – the abbreviation of the name in bold letters. In the process of application, depending on the location, for example, in the first commercials, it was possible to change the font color to yellow. In 1996, a version appeared in which DIRECT was printed in white letters below the abbreviation on a plate filled with the colored abbreviation. During the promotion of the site, a version was used in which a link to the resource was placed under the main text in small print. From 1998 to 2005, a cheerful lizard – a green-gray color combination with orange on its head and black eyes – was placed below the text in full color. It is either lying on the letters or standing to the left of the text, resting on the first letter. In addition, in honor of Halloween, the last letter “o” was made in the shape of a pumpkin head. There was also a smartphone app that “got” its own icon.

GEICO: Interesting Facts

GEICO, short for the Government Employees Insurance Company, has made a big splash in the U.S. insurance scene.

  1. Beginning with a Purpose: In 1936 by Leo Goodwin Sr. and his wife Lillian, GEICO aimed to offer auto insurance directly to federal government employees and their families, betting they’d be safer customers deserving of lower rates.
  2. Growth Through Direct Sales: GEICO pioneered selling insurance directly to consumers, skipping agents. This strategy lets them offer cheaper rates, helping the company grow quickly.
  3. Memorable Ads: GEICO is known for its fun and catchy ads featuring characters like the GEICO Gecko and slogans like “15 minutes could save you 15% or more on car insurance.” These ads are a big part of their identity.
  4. Warren Buffett’s Influence: In 1996, GEICO became part of Berkshire Hathaway, owned by famous investor Warren Buffett, who saw great potential in the company.
  5. Broadened Customer Base: Initially catering to government employees, GEICO now offers its services to a wider public, including auto, property, business, and even pet insurance.
  6. Tech in Customer Service: GEICO uses technology to make buying insurance and filing claims easier with a user-friendly website and app.
  7. Eco-friendly Efforts: The company also focuses on being green, with digital documents, recycling, and energy-saving buildings.
  8. Supporting Education: GEICO invests in education, offering scholarships and programs for employees and the community to promote learning and safety.
  9. Charitable Work: Through the GEICO Philanthropic Foundation, they support health, education, and safety initiatives and help various nonprofits.
  10. A Major Insurance Player: GEICO is one of the top auto insurers in the U.S., known for its competitive prices, effective customer service, and eye-catching advertising.

From its humble beginnings to becoming an insurance powerhouse, GEICO’s innovative approach to business and marketing has established it as a key figure in the industry.

Font and Colors

Geico Emblem

The last logo, which is still relevant today, shows only text – the abbreviation of the company’s name. It is typed in bold Pro Bold Extended font in dark azure color. At the bottom of the letter “O” is the symbol ®. The logo is as concise and easy to read as possible, appearing in printed materials and when used in digital television and Internet resources. The latter was decisive, requiring a slight reworking of the image using the advances of modern technology. This variant demonstrates that the company’s prominence does not require additional visual elements to attract attention but is sufficient for recognizability and easy to remember.

The emergence of smartphones led to the need to develop a mobile version of the website and simplify feedback without visiting the company’s office or calling an agent. An application was created, for which a simple icon was developed that retained the style of the company’s trademark. The icon is designed as a square with strongly rounded corners. Its space is filled with a dark, azure color, typical for the logo. In the center is the first letter of the logo, “G,” executed in Pro Bold Extended font in white.

GEICO color codes

Marian BlueHex color:#104293
RGB:16 66 147
CMYK:89 55 0 42
Pantone:PMS 287 C