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Aetna unveils new logo, consumer approach

Aetna says it wants to evolve from an insurance carrier to a health solutions company. And one way they are doing thatand refreshing their brand promiseis with an updated look and logo.

By Kathryn Mayer | Updated on January 20, 2012

Aetna says it wants to evolve from an insurance carrier to a “health solutions company.” And one way they are doing that—and refreshing their “brand promise”—is with an updated look and logo.

The Hartford, Conn.-based health insurer unveiled Wednesday a new purple logo that connects the “a” and “e” in the spelling of the company’s name. The connection of the two letters was used in the Aetna logo for 151 years before being retired in 2001. Aetna says it’s bringing the logo back as a unique symbol of the company’s brand and heritage.

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