The Connecticut-based health services company Cigna launched a rebrand campaign on Monday, September 19, as it changes its business model to focus less on corporations and more on consumers in a changing healthcare market. This includes giving up its 18-year-old "Tree of Life" logo for a pictogram where the the costumer is literally in the center.
Although Cigna have provided the full color version seen above, they seem to use single colour versions extensively as well.
|Cigna's previous logo, used from 1993.|
The "Tree of Life" design was presented in 1993, created at Landor Associates in San Francisco under the leadership of Lindon Leader. The reasoning behind the 1993 rebrand shared some similarities with the current, as it was thought at the time that Cigna's original logo didn't convey "care" properly. This rebrand also brought the entire company together under one symbol. The "Tree of Life" on a softened teal square was based on a New England quilt from the 18th century.
|Cigna logo used 1982–1993.|
Cigna's original logo, a blue block, was introduced in 1982 when the company was formed through the merger of Connecticut General Life Insurance (CG) and the Insurance Company of America (INA).
|Logo for Connecticut General Life Insurance, designed in the late 1950s.|
Of course, CG and INA used several different identities before they merged, the most notable example being the identity program that was created for Connecticut General by Lester Beall, one of the great American corporate identity designers of the 20th century. His elongated combination of the initials C and G in red and black was designed in the late 1950s and was used throughout the 1960s and 1970s.
Cigna press release
On the 1993 rebrand: