Founded in 1922, State Farm is the one of largest insurance companies in the United States, providing insurance for property and casualty, life and health, as well as banking and financial services. State Farm insures more cars and homes than any other U.S. insurer, and has over 65,000 employees and nearly 19,000 independent contractor agents.

The previous State Farm logo—unchanged for over half a century— was quite complex, with the words “Auto, Life and Fire” contained within three interlocking ovals, enclosed by a frame. This complexity proved challenging when applying the mark in various media, compromising the consistent use of the brand image. As a result, State Farm presented a fractured brand image to the world.

With such an important tradition and company culture, it was essential to renew rather than to reinvent. We looked back to its visual history.

At its original inception, the State Farm mark was focused on the main product offering—automobile protection—and a single oval. By 1935, two more ovals were added to the mark, featuring the other two main offerings, life and fire. And so the core State Farm visual identity was born. In 1953, the updated design presented no pictorial elements: only text presenting the product offerings in three interlocking ovals within a frame. It was first produced in orange and black, but was later turned red and white, based on the development of a reflective bumper sticker for policy holders.

The renewed State Farm trademark grows out of the foundation of the original, core design of the three ovals. It has been adjusted for symmetry and ease of reproduction. The symbol, along with an updated State Farm wordmark, together create the modern State Farm identity. Since its introduction in 2012, the new identity has become ubiquitous in sporting events, television advertising, and the visual landscape across America.