USAA insurance, banking, and deposits are available to a limited number of people. This includes former and active US military personnel, as well as their immediate family. Previously, the United Services Automobile Association’s right to membership was granted to agents and special agents of various services, including FBI, United States Secret Service, PTB, NCIS, and others. They were deprived of such an opportunity, so now only representatives of military institutions, officers, and soldiers can use the company’s financial services.
Meaning and History
The USAA Mutual Insurance Marketplace was founded in 1922 when twenty-five officers got together and decided to create an organization that would provide military personnel with reliable auto insurance. They had no alternative options because they were in the high-risk group. Over time, the range of services has expanded to banking, financial planning, and investment.
USAA owners have always worried about how their business looks to consumers. They even hired specialists from Mad * Pow to streamline the insurance buying process. The consulting company representatives tried to use digital technologies as much as possible to improve the quality of customer service. Based on the research results, the experts have developed a unified approach to the design of all United Services Automobile Association products.
But this did not affect the organization’s logo in any way – now it looks almost the same as a hundred years ago. The wordmark contains the inscription “USAA.” It is an abbreviation of the name received in 1924. Until then, the mutual insurance exchange was known as the United States Army Automobile Association.
Above the letters is an image made up of long curved lines. Parallel stripes are split into two columns and connected at the top. They are similar to a flying eagle’s wings, while the hooked upper part resembles a bird’s head. This is not just a feathered predator, but the national symbol of the United States, which is found on seals and coats of various states’ arms.
This patriotism is because the emblem belongs to the organization providing banking and insurance services to the military United States Armed Forces. Also, the bald eagle is a universal image. It is associated with freedom, strength, and independence, and all these qualities characterize the USAA group of companies from the best side.
But there is another unofficial interpretation of the logo. According to her, the bird depicted is a phoenix – a mythical creature reborn from the ashes. This version is unlikely given the popularity of the bald eagle in the United States.
Font and Colors of the Emblem
As the word mark is enlarged, it becomes noticeable that both A’s have a small triangular projection at the top. It looks exactly like a bird’s beak, but it is not because the typeface was developed much earlier than the logo – in 1992. This is FF Quadraat Sans OT Bold, created by the typographer Fred Smeijers. The typeface is sans-serif, although the letters look like they have short serifs at the ends.
To design the USAA logo, the designers chose the simplest color combination: white plus blue. The graphic elements are painted in a shade called Space Cadet (# 1A3258). Also available in silver with a gradient. It is intended to be used against a dark background.