Lincoln Financial Logo

Lincoln Financial LogoLincoln Financial Logo PNG

Lincoln Financial: Brand overview

Lincoln Financial, founded in 1905 by visionary Perry Randall, originated as Lincoln National Life Insurance Company in downtown Fort Wayne, Indiana. Beginning by offering door-to-door life insurance, the company soon expanded into other financial areas, introducing annuities in particular.

The period of the 1960s and 70s was a turning point in Lincoln’s development. The company embarked on acquisitions, joining many insurance and investment companies. Rapid expansion and diversification led to the creation of Lincoln National Corporation in 1968, an umbrella structure designed to manage a growing portfolio of businesses.

In the following decades, especially in the 1980s and 1990s, Lincoln expanded its reach. Acquisitions such as Jefferson-Pilot Financial enriched the product mix and strengthened distribution networks. In 2006, to honor the company’s heritage and to streamline its identity in an ever-evolving marketplace, all of its subsidiaries were merged under the name Lincoln Financial Group.

Fast forward to today. Lincoln Financial is a financial giant offering a wide range of services from insurance to investment products, retirement solutions, and wealth management. With more than $300 billion in assets under management, the company’s influence is undeniable. Now based in Radnor, Pennsylvania, Lincoln Financial is led by Dennis R. Glass, who is ranked 205th on the Fortune 500 list. Operating primarily in the U.S., the company has left an indelible mark in all 50 states, solidifying its position as a leader in the insurance and financial services industry.

Meaning and History

Lincoln Financial Logo History

1905 – today

Lincoln Financial Logo

The company logo features the profile of the 16th President of the United States. The white silhouette stands out against a dark brown square background. To the left of it is the surname Lincoln, which is part of the company name. It is written in large serif letters that taper toward one end. Below it is the phrase “Financial Group” written in thin sans serif letters, mostly lowercase, colored black.

The white silhouette acts as a spotlight, making you think about history. The dark brown square makes the white color very prominent. The name “Lincoln” – big and flashy – makes you take it seriously. The “Financial Group” at the bottom of the logo sounds like a whisper compared to the shouting of other words, but it still speaks volumes about what the company represents. The logo is like a short story that feels both classic and modern.

Lincoln Financial color codes

MaroonHex color:#800000
RGB:128 0 0
CMYK:0 100 100 50
Pantone:PMS 7621 C
BlackHex color:#000000
RGB:0 0 0
CMYK:0 0 0 100
Pantone:PMS Process Black C