State Farm is one of the largest insurance and financial services companies in the United States, with a rich history that dates back to its founding in 1922. The company was established by George J. Mecherle, who was a retired farmer and insurance salesman. The State Farm company aimed to provide affordable automobile insurance specifically for farmers in Illinois.
The State Farm logo has undergone several transformations, wherein each reflects changes in design trends and the company’s branding strategy. The article delves into the logo evolution of State Farm that has occurred over the years.
The Genesis of the State Farm Logo (1922 – 1936)
The first logo for State Farm was introduced in 1922. It featured a horizontal oval badge with a double outline. The centrepiece of the oval logo was a monochrome image of a vintage car, surrounded by the text “Service. Satisfaction. Service. Economy,” which are the four principles of the insurance company, in uppercase. Also, inside the double outline was mentioned “STATE FARM MUTUAL AUTO INS. CO.” and “BLOOMINGTON, ILL” in a bold sans-serif typeface. This logo encapsulated the core values of the company and served as a foundation for future designs.
(1936 – 1943)
In 1936, the logo evolved into a more dynamic design consisting of three horizontal ovals that were arranged in a triangular formation. Each oval depicted an automobile, a fire engine, and a cornucopia with various crops. These three depictions illustrated the insurance services offered by the company: auto, fire, and crop loss. This redesign adopted a bold red and gold colour palette to enhance visibility and memorability. The new emblem was visually striking and reflected the growing brand identity of State Farm during this period.
(1943 – 1953)
By 1943, the three ovals were reduced in size, and the black lettering therein was rendered in a bold and narrowed sans-serif typeface. Further, the third oval depicted a helmet instead of a fire engine. In the rest of the two ovals, the vintage car appeared halfway turned, while the cornucopia was turned to the right. The colours used in the logo were red at the centre, olive at the edges, and black for the lettering.
(1953 – 2012)
The most recognisable iteration of the State Farm logo emerged in 1953 with the introduction of the interlocked red tri-oval design. This emblem depicted three solid red ovals, symbolising auto, life, and fire insurance—the core services offered by State Farm. The words “State Farm” were prominently displayed above the emblem, with “Insurance” below it inside a square frame with rounded corners. This design remained largely unchanged for over five decades.
(2006 – 2012)
In 2006, State Farm placed the tri-oval emblem along with the square to the left of an enlarged italicised wordmark in red. The typeface used was an elegant sans-serif font that complemented the logo’s aesthetics while maintaining its traditional colour scheme. This version allowed for flexibility, as the wordmark could be used independently from the emblem.
(2012 – Present)
The latest redesign was unveiled on January 1, 2012, which coincided with the 90th anniversary of State Farm. This iteration simplified previous designs by removing any framing or lettering from the emblem. It resulted in a clean, triangle-shaped emblem composed solely of three red ovals with thin white frames. The wordmark remained largely unchanged but was now more streamlined to fit contemporary design standards. This shift aimed to create a bolder presence in an increasingly digital marketplace.
The Elements of the State Farm Logo
Symbol
The three oval elements in the logo of State Farm Insurance represent the three types of insurance the company offers: vehicle, life, and fire. The earlier versions of the logo incorporated all three ovals into the lettering to clarify their meaning, but the latest redesign simplifies the badge.
Font
The custom typeface complements the logo without overshadowing it. Also, compared to the previous version, the top of the letter “A” has been slightly lowered. It has reduced the awkward white space between the letters “t” and “a” as well as “f” and “a.”
Colour
The original State Farm logo featured a black-and-white colour scheme. Later, olive green and red were introduced, with olive green eventually becoming the dominant colour.
Finally
The State Farm logo and the various changes it entails reflect broader trends in branding and design. At the same time, it maintains its core identity as an insurance provider. From its early beginnings with intricate details to its current minimalist approach, each iteration has contributed to making State Farm one of the most recognisable names in insurance today.