State Farm Logo

State Farm Logo PNG

Safe from dangerous situations, the State Farm logo guarantees. The emblem shows the theme of money savings set aside in reserve. You can look to the future with confidence because you have reliable financial support behind you.

Meaning and History

Starting with a small insurance project, State Farm has grown into a very profitable business that has spanned many countries. The fact is that in 2014 the company sold its Canadian divisions to the Desjardins Group, which used the original name until 2018. It was then officially spun off from its parent organization and named Desjardins Insurance, while the American offshoot remained with the same name. The final transition was completed quite recently – in 2019.

The company kept the old logo, which has gained wide popularity over its long existence. The red badge with three ovals is legendary: it has been around since the 1940s. Its first update took place in 1953. And for 60 years, this brand design has played a very important role in supporting the brand image.

At the end of 2011, the company undertook a major overhaul of its visual identity, transforming the three-oval emblem into a modern logo. This was done to advertise basic insurance services. The new identity was approved in early 2012 at the 90th anniversary of State Farm. As the VP of Marketing noted, this measure was necessary to improve the organization’s competitiveness in today’s digital world. In total, during the existence of the company, it had six emblems.

What is State Farm?

State Farm is a group of companies headquartered in Bloomington, Illinois. It was formed in 1922 to provide financial and insurance services. Since 1942, this organization has been the largest vehicle insurer in the United States.

1922 – 1936

The debut version of the logo already had the shape of an oval, which later took root and became a corporate label. In the center of the ellipse is a black car. Several inscriptions surround it: “SERVICE SATISFACTION” (above) and “SAFETY ECONOMY” (below). Along the edge of the oval, there is a wide white stripe with the designation of the place of foundation of the company and the name under which it first appeared – “STATE FARM MUTUAL AUTO INS. CO. “.

1936 – 1943

The expansion of insurance claims has led to an increase in the number of ovals on the emblem. This period became decisive in the history of the company’s identity since it was in 1936 that the triangular badge with three horizontal ellipses was introduced. They feature a car, a cornucopia with a wide range of crops, and a fire engine. This is an illustration of the services offered: auto, fire, and crop loss insurance. The inner part of the ovals has acquired a red color, and two of them are intertwined in the form of an eight – the sign of infinity. All inscriptions remained the same.

1943 – 1953

After the redesign in the third oval with insurance against fire, a new inscription appeared – “FIRE END MARINE,” that is, protection not only against fire but also against accidents on the water. As a result, a fragment of a helmet is depicted on the logo instead of a fire engine. The designers turned the car half-sideways, and the cornucopia moved to the right. They made the predominant colors red (central part) and olive (edging stripe).

1953 – 2012

In 1953, the logo underwent a radical change. In the ovals, where the car, agricultural products, and the helmet were presented, the inscriptions “Auto,” “Life,” and “Fire” appeared instead. They are made in italics in white on a scarlet background and outlined with a white line. Above them is the insurance company’s name “STATE FARM,” and below – “INSURANCE.” All elements are in a square frame with rounded corners. This logo also appeared after the specified date: in 2020, it was returned for use in advertising.

2006 – 2012

For some time, two emblems were used in parallel at once. They are very similar since the second version contains the same ovals with a square inscription on a white background. The difference between the new and the previous logo lies in the large company name presented on the right side. It is placed on one line and in italic sans serif.

2012 – today

The current emblem was approved in January 2012. Its author is Chermayeff & Geismar studio. The developers tried to preserve as much as possible three oval shapes that form a triangle. To do this, they removed the labels from them and the bounding square frame, leaving everything else unchanged. The references to the types of services have been removed due to the expansion of insurance claims and financial services.

Font and Colors

The State Farm’s iconic mark is the oval. At first, he was single, then triple. The shape of the main logo is pyramidal since there are two geometric shapes at the bottom and one at the top. This structure has been preserved to this day, even though both drawings and inscriptions that were there earlier disappeared from the ellipses.

Several types of fonts were used in different periods. Initial versions were dominated by a typeface close to Whitney Bold Italic from designer Tobias Frere-Jones. Current versions use the Frutiger Bold Italic font, created by Adrian Frutiger and first published by Linotype.

As for the corporate palette, it is worth noting: it was restrained at all times. The debut logo is made in black and white. Then there was olive-green combined with red, which eventually became predominant.

State Farm color codes