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.
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| 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.
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