Farmers Insurance Draws on Proud 85-year History with Launch of New, Contemporary Corporate Logo

LOS ANGELES, July 31, 2013 /PRNewswire/ -- Since its founding in 1928, Farmers Insurance has placed a premium on the importance of integrity, service, strength and stability for the benefit of its customers.



Drawing on that 85-year heritage, Farmers has unveiled a new, corporate logo that connects the Los Angeles-based company's rich past with its promising future.

"Our new logo is meant to be evolutionary rather than revolutionary," said Mike Linton, Chief Marketing Officer for Farmers. "We are really proud of our logo, but it is time to hit the refresh button. To distinguish yourself in today's saturated insurance marketplace, it's critical that our logo stands out on television, the Web, mobile devices and other media – considerations no one could have imagined in the 1950s when the Farmers logo was last updated."    

In developing its new logo, Farmers relied upon its first logo designed in 1928 when the company was founded. In that inaugural logo, the warmth of a sunrise represented the optimism of a new day. Some 30 years later, a shield image was added to the sunrise to symbolize protection.

Taken together, Linton said, the sunrise and shield represented an organization that confidently safeguarded its customers. 

"The new logo captures our belief that by helping customers make more informed insurance decisions, we can provide them with greater knowledge, confidence and security. And, by doing so, we can help them make the smartest insurance choices for their families," said Linton. "The new logo is part of the Farmers transformation to an organization that not only serves our customers better, but also helps empower them."

The current Farmers "We Believe in Smart" advertising campaign, which is at the core of the company's sales and marketing efforts, reflects and reinforces its focus and commitment to help make customers smarter about their insurance decisions.

Linton explained that a combination of judgment, consumer input and research and digital compatibility were instrumental in the decision by Farmers to select a new logo.

New York City based, Lippincott, is the creative partner behind the new Farmers logo.  

Farmers Insurance Group of Companies is a leading U.S. insurer group of automobiles, homes and small businesses and also provides a wide range of other insurance and financial services products. Farmers Insurance is proud to serve more than 10 million households with more than 20 million individual policies across all 50 states through the efforts of over 50,000 exclusive and independent agents and nearly 24,000 employees.

The Farmers Exchanges are three reciprocal insurers (Farmers Insurance Exchange, Fire Insurance Exchange and Truck Insurance Exchange), including their subsidiaries and affiliates, owned by their policyholders. Farmers Group, Inc., along with its subsidiaries, manages the non-claims insurance operations of the Farmers Exchanges. Farmers Group, Inc. is wholly owned by the Zurich Insurance Group. For more information about Farmers, visit its Web site at or at


Erin K. Freeman




Mark Toohey



SOURCE Farmers Insurance



Add us on


Like us on


Follow us on


Follow us on