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State Farm recently announced a re-branding campaign including a new logo design. State Farm has been in business for 90 years and and had been using the last version of its logo for more than 50 years.

As you can see below, the new logo is not a radical departure. But it does drop the square with rounded corners and the wording within the square.

The new logo:

State Farm Logo

The old logo:

 

I’m not a fan of the change. The logo was iconic and well recognized. Why change it? Especially why change it if the change is so subtle?

I imagine the motivation behind the change is to move State Farm from being more than just an insurance company. This is similar to the Starbucks logo change from 2011.

But dropping the square with rounded corners is a mistake in my opinion – the three ovals look out of place without the square. As a result, I’m not a fan of the change.

At least State Farm filed to protect the new design: http://tarr.uspto.gov/servlet/tarr?regser=serial&entry=85496345

Related Materials:

State Farm press release

 

State Farm changing logo for first time since 1953 (Pantagraph)

 

 

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