Lincoln Financial Group, a well-known financial services company, has introduced a redesigned logo as part of its brand modernization. The update reflects the company’s commitment to its core values while adopting a fresh and contemporary look. Abraham Lincoln remains central to the brand identity, but the new logo presents these associations more modern and engagingly.
Previously, the company’s logo featured a traditional profile silhouette of Abraham Lincoln and a classic font that emphasized stability, legacy, and values like honesty and reliability. The old design highlighted the company’s deep-rooted history and its connection to the iconic president as a symbol of guiding principles.
The new logo still features Lincoln’s image with more refinement and detail. Instead of a simple silhouette, it shows a three-quarter view of Lincoln’s face, adding depth and character. This change emphasizes Lincoln’s leadership qualities, reflecting confidence and vision. An orange arc around Lincoln’s head has been added, symbolizing renewal, energy, and forward momentum. The arc can be seen as a rising sun, representing new opportunities and growth.
The typography has also been updated. The new font is more rounded and modern, giving the design a friendlier, more approachable feel. The name has been shortened to “Lincoln Financial,” making it more concise and accessible. While the previous deep burgundy color symbolized strength, adding a bright orange hue brings freshness and dynamism, signaling the company’s evolution and readiness to embrace change.
The redesigned logo blends the company’s historical roots with a forward-looking approach. It reflects the company’s dedication to innovation while maintaining the timeless values of honesty, trust, and integrity. This rebranding shows the company’s readiness to adapt and grow while staying connected to its heritage. The new logo represents Lincoln Financial’s mission to honor its past while looking toward a promising future.
