Humana Logo

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Humana is a US-based home care and health insurance company. Since its inception in 1961, it has grown to the US Fortune 500 list, where it ranks 41st in terms of annual income. In addition, this organization is in the country’s top 3 services providing health insurance services. Its founders are lawyers David A. Jones and Wendell Cherry. The head office is located in Louisville, Kentucky.

Meaning and History

Humana Logo History

What is Humana?

Humana is an American healthcare company specializing in home care, hospital construction, and health insurance. It is included in the ranking the most profitable organizations in the medical insurance field, ranking third in the United States. The firm appeared in 1961 and was opened by David A. Jones and Wendell Cherry. Its headquarters is located in Louisville, Kentucky.

The beginning of the insurance business was laid by the arrangement of nursing homes. This is what the company was doing at the time of its inception. Then it was called Extendicare Inc. A few years later (in 1968), the organization became the largest nursing home service in the United States. In 1972, the partners decided to sell the network they had created and focus on hospitals.

Especially for this, they renamed the company to emphasize the humanistic orientation of the work and show that hospitals can and should provide a high level of care for patients, showing humanity to them. By the early 1980s, the highly specialized firm had become a large-scale profile group as it absorbed American Medicorp Inc.

At the same time, Humana proposed a new model for the layout of the hospital corridor and began to build buildings with a double row of offices along the wards. This allowed her to provide quick and free access for medical staff to bedridden patients. She introduced health insurance services later when the American healthcare system was modernized. Then the company lost a contract with the largest organization and launched its project to provide medical insurance.

Now it is a large-scale corporation: it deals with most issues related to the medical field. In particular, it focuses on hospitals, hospices, and home care services. In the development process, its visual identity also changed, which, despite the changes, remained serious. The main difference between the Humana logo is the text. Graphics are used in only one of the four options.

1961 – 1997

Humana Logo 1961

The debut logo is completely based on the company name. The designers chose a bubble font for it as if each letter is filled with air. The ends of the symbols are rounded and made in the form of arches. The first character is capital; the rest are lowercase. Vertical lines are straight and smooth. There are no serifs. At the same time, the word “Humana” is completely colored in blue (cobalt shade) and stands out clearly on a white background.

1997 – 2004

Humana Logo 1997

Then the legendary emblem appeared, which is very significant for the health insurance organization because it contains the name and a personal symbol. This is the personification of humanism, after which the company is named. To the left of the inscription is a figure of a man with arms wide apart, resembling wings. The character is depicted in action – he is as if “snatched” from the frame at the moment of running, jumping, or taking off. The features of the figure are unclear and vague, with torn edges on the right side. Nearby is the word “Humana,” which the designers have changed the font, offering a wide antiqua instead of a bubble grotesque. All the letters are in upper case this time, and pastel blue is used instead of bright cobalt.

2004 – 2012

Humana Logo 2004

The logo, created in 2004, features the same inscription as before. The developers have kept everything – the style, the font, and the length of the inter-letter gaps. Only the color of the text has changed, becoming a neutral blue. The designers removed the image of a moving person.

2012 – today

Humana Logo

In this period, a logo with an updated concept was used because it had a different design. The letters are modernized: they have wide legs and sharp corners at the upper ends. Moreover, the authors of the visual identity returned lowercase characters, leaving only one capital character – “H,” located at the beginning of the Humana company name. In its structure, it is very interesting because the crossbar does not have classic corners: instead of them, there are smoothly rounded transitions.

Font and Colors

Humana Symbol

The visual identity of this American company is built entirely on its name. This is a text sign indicating the seriousness of the services and the business approach. The logo does not contain anything superfluous – only verbal elements. In the latest version, the letters are designer beaten and are individual glyphs.

The earliest emblem uses a grotesque that is close to the Uniform Rounded Extra Condensed Black bubbly typeface. The difference between them is only in the letter “a” of a slightly different shape – with a more sloping transition of the central connection. A completely different inscription style is noted in the second and third logos. This antiqua exactly resembles Adobe’s Kepler® Std Extended Caption Medium. An individual headset has been chosen with no analogs for the modern version.

At first, the corporate palette was based on the traditionally “medical” color – blue. It was a very intense shade of cobalt. Then there were two options for blue – dusted and neutral. But over time, they were supplanted by green. All of them are harmoniously combined with white.