Liberty Mutual Logo

Liberty Mutual LogoLiberty Mutual Logo PNG

Liberty Mutual is an insurance company from the United States, which specializes in property insurance services. The company was established in 1912 and today has its offices and subsidiaries on all the continents where more than 50 thousand employees work. The annual revenue of the group is almost 50 billion USD.

Meaning and history

Liberty Mutual Logo history

The company’s visual identity is a tribute to the background and heritage of a famous American insurer. The logo is composed of a recognizable emblem with a wordmark on its right.

The symbol of the firm was chosen in the same year when the business was established and depicts an iconic symbol of the United States of America — the Statue of Liberty.

1918 – 1919

Liberty Mutual Logo-1918

1919 – 1921

Liberty Mutual Logo-1919

1921 – 1923

Liberty Mutual Logo-1921

1923 – 1985

Liberty Mutual Logo 1940

1923 – 1936

Liberty Mutual Logo-1923

1936 – 1960

Liberty Mutual Logo-1936

The first constant logo was composed of a wordmark in all capitals set in two levels and a graphical emblem.

The upper part of the Statue of Liberty was drawn in confident black lines and placed on an oval background, which featured a pattern consisting of many parallel horizontal lines.

1960 – 1985

Liberty Mutual Logo-1960

The nameplate was executed in an elegant serif typeface, which is very similar to Plantin Pro Roman, designed by Frank Hinman Pierpont and named after Christophe Plantin, a printer from the 16th century.

This old-style serif font was a perfect reflection of the firm’s traditional and fundamental approach and the value of the Liberty Mutual roots and legacy.

The monochrome color palette of the company’s visual identity added to its seriousness and professionalism, showing the insurer as a reliable and responsible one.

1985 – 1994

Liberty Mutual Logo-1985

1994 – 2000

Liberty Mutual Logo-1994

2000 – Today

Liberty Mutual Logo

The redesign of 2000 brought a new color palette and modern contours to the visual identity of a famous American insurance firm.

The current logo is still composed of a nameplate and an emblem, but now the company’s symbol is placed on the left. The new color scheme features gray, blue and white combination, which represents professionalism, authority, and expertise. The color palette evokes a sense of trust and responsibility of the company, making their customers feel comfortable and protected.

The emblem has sleeker and more distinct contours, and the oval background is now colored blue, without any pattern.


Liberty Mutual Insurance Logo

The wordmark now features only two capital letters and is executed in a more modern serif typeface, which is very similar to a transitional Perpetua Bold font, which was designed by Eric Gill in the 1920s.

Being one of the most popular typefaces in history, Perpetua boasts elegant and distinct serifs and smooth sophisticated lines, evoking a sense of finesse and luxury.


Liberty Mutual is one of the world’s largest property and casualty insurers, which was established in the 1910s and grew into one of the Fortune100 companies, with its subsidiaries and operating offices in almost 30 countries across the globe.

The group’s three business units include Personal Insurance Lines, Commercial Insurance Lines, and Liberty Mutual Investments.
Liberty Mutual Emblem
The Personal Insurance Lines include automobile, home and life insurance plans for individuals. While the Commercial Insurance unit works with commercial multi-peril, property, general liability, commercial automobile, surety, and workers compensation.

Liberty International offers insurance products to customers around the world. They include casualty, reinsurance, marine, energy, and engineering insurance programs. And today it is the fastest-growing department of the group.

The company offers all the possible insurance solutions for individuals, families, and business and allows to customize the policies to the personal needs of every customer.