Sometimes people wonder what GEICO means. The abbreviation stands for Government Employees Insurance Company, the second largest auto insurance company in the United States. Thanks to its entertaining and humoristic commercials, the company and its logo are known not only in the US but also outside it.

Meaning and History logo

GEICO Logo history

When it was established in 1936, GEICO provided the federal government members and employees as well their families with auto insurance. Now the range of the company’s clients is much wider, partly due to its GEICO symbol.

The design of the company’s brand identity has always been based on the font, the color and since 1999 on the amusing GEICO Gecko, the mascot.

At first the GEICO mark simply stated “GEICO Indemnity Company Home Office: Chevy Chase, Maryland” in a serif font.

[rl_gallery id=”27555″]

Current Emblem

GEICO emblem

The first rebranding came in 1994, resulting in the GEICO Insurance logo that we know today ‒ the word “GEICO” written in a sans serif font. Since then the logo has appeared in several variants, but the word “GEICO” has always remained, either by itself or paired with the word “DIRECT” underneath it or with the company’s website or with the smiling GEICO Gecko.

Though the GEICO logo consists of just a wordmark (it does not always appear with the GEICO Gecko), it looks neither simplistic nor boring.


GEICO symbol

It is believed that the GEICO Gecko originated from the mispronunciation of GEICO. The Martin Agency that was in charge of the company’s brand identity took advantage of it and in 1999 there appeared commercials, ads and logos with this mascot. The company has used other mascots as well, but the GEICO Gecko is the most popular GEICO symbol.


geico insurance logo

The typeface used in the GEICO Insurance logo is a sans serif designed by Aldo Novarese in 1962. The font is known by the name of Eurostile Bold Extended #2. Being simple, it inspires serious attitude and trust.

The font contrasts with the goofy commercials, creating dissociation between them and the logo, which produces a successful effect. The idea behind it is that the insurer knows how to entertain and how to do business seriously.


logo geico insurance

The main color of the logo is blue against a white background. This combination is to inspire clients and make them believe that this choice will be the best, as blue is associated with confidence and stability, while white refers to purity and goodness.