Transamerica has launched a refreshed visual identity designed by Total Design, marking an important update as the company grows in the financial services space. The rebrand reflects Transamerica’s dedication to expanding access to financial tools, products, and education while honoring its 120-year history.
The old logo featured the Transamerica Pyramid, a well-known San Francisco skyscraper closely tied to the brand. It used a classic serif font, highlighting the company’s heritage and professionalism. The deep red and black color scheme added a sense of authority and energy, reinforcing its reputation as a trusted name in life insurance, retirement planning, and investment services.
The Pyramid remains in the new design but with a modern twist. Its shape has been simplified into clean geometric lines with sharp angles and subtle shading, giving it depth and a sense of movement. This updated look shifts the symbol from a static architectural icon to a flexible representation of growth and adaptability in today’s financial world.
The typography has been updated to match this fresh, modern style. The traditional serif font has been replaced with Forever Forma, a sleek sans-serif typeface with clean lines and soft curves. This change gives the brand a more approachable feel, helping it connect with a wider audience. The new font improves readability, especially on digital platforms, ensuring a consistent and clear presence across print and online spaces.
The red has been brightened, giving the logo renewed energy. Paired with bold black text, this vibrant shade creates strong contrast while maintaining a professional edge. The updated palette feels optimistic and confident, aligning with the company’s mission to support people through different stages of life.
The refreshed visual identity extends beyond the logo. Dynamic shapes, bold colors, and engaging imagery define the brand’s presence across marketing materials. This flexible design approach reflects the range of experiences and life stages the company supports. The new visual system ensures consistency on a website, print ads, or corporate settings.
A big part of the rebrand focuses on digital adaptability. The simplified Pyramid and updated typography are designed to work seamlessly across all screen sizes, from smartphones to billboards. This ensures a strong and recognizable brand presence in any format.
As the new look rolls out, customers and partners will see updates to the company website, marketing materials, and corporate communications. The refreshed visual system highlights Transamerica’s focus on growth, innovation, and customer-centered financial solutions in a rapidly changing world.