Strategic refresh embodies company's mission to increase access to financial protection products, tools and education
BALTIMORE, Jan. 14, 2025 -- Today, Transamerica introduced a rejuvenated brand identity ushering the 120-year-old company into its next era.
The new logo and accompanying visual identity — with its vibrant energy and approachability — represents different life stages, and how Transamerica can help people live their best lives along the way. The updated logo focuses on the pinnacle of the Transamerica Pyramid, an iconic symbol of strength and achievement.
"Transamerica is executing a growth strategy to build America's leading middle market life insurance and retirement company, including the nearly 68 million middle-income households that have been relatively overlooked by the financial services industry," said Will Fuller, Transamerica's president and CEO. "Our brand transformation mirrors our commitment to the broad scope of customers we serve."
Today 42% of American adults surveyed need (or need more) life insurance (LIMRA's Insurance Barometer Study). And only one in five people surveyed in the American middle class are very confident in their ability to fully retire or maintain a comfortable lifestyle throughout retirement (Transamerica Institute). The company's focus is already seeing results reaching younger demographics, with the average age of new Transamerica life insurance policyholders ranging from mid- to late-30s.
"Every individual deserves the chance to live their best life," said Maurice Perkins, chief corporate affairs officer at Transamerica. "The needs of our customers have evolved, and so has our approach to meeting those needs. Our dedication to providing everyday Americans with access to leading financial protection products, tools and education remains unwavering."
Changes to the Brand
Starting today, Transamerica customers and partners will start seeing a rejuvenated logo and a fresh aesthetic on the Transamerica website, buildings and materials.
These changes include:
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