Insurance marketers can be a pretty conservative lot. You can blame government regulation, or you can just chalk it up to a strong desire to appear solid and reliable in these turbulent times. That's why it's a bit surprising that Farmers Insurance Group is shaking things up by changing its logo for the first time in decades.
In "Insurance Marketing: The Competitive Intelligence Report," I wrote about how the company's postal marketing illustrates a big direct mail trend in recent years: The inclusion of brand images and characters from advertising in other media.
The new logo is one more change that increases awareness of the company across multiple channels. As the slideshow below demonstrates, the company's branding is heavily tied to its TV commercials.
Paul Bobnak is the research director of Who's Mailing What!, the fully searchable database of direct mail and email. Reach him at firstname.lastname@example.org.