To address social justice and racial equality issues, the insurance and financial company Mutual of Omaha announced in July that it would replace its logo featuring a head of a Native American which has been its symbol for 70 years. Through an extensive work with designing teams and focus groups, the company has recently unveiled a new emblem that is connected with its history and triggers people’s warm memories.
Many associate Mutual of Omaha with Wild Kingdom, a documentary television program which was initially broadcast on NBC from 1963 to 1971, and sponsored by the company. So, according to the insurer’s vice president Keith Clark, there wasn’t a problem to figure out a basic idea for a new logo – the developing group quickly determined it should be an animal-themed emblem. More time was needed to decide what animal had to be depicted. After a lot of considerations with elephants, bears and birds, the team eventually settled on a lion, giving it unique traits with the shading of the muzzle and mane that make it distinct from other emblems using lions.
A press-release from Mutual of Omaha says the logo, symbolizing strength and protection, showcases the history of the company as a multi-year sponsor of the beloved wildlife TV-show that was officially named “Mutual of Omaha’s Wild Kingdom”. Apart from the legendary program, the lion also represents the company’s steadiness and capability.
The lion has already appeared on the website of the company, and it can soon be seen on Mutual of Omaha’s headquarter building as well as its printed materials.
