State Farm Logo

State Farm LogoState Farm Logo PNG

Although the logotype of the insurance company State Farm bears a somewhat awkward resemblance to an egg farm logo, it’s very recognizable and has preserved its overall look for more than 60 years.

Meaning and history

State Farm Logo history

The State Farm Insurance Company’s visual identity was lucky to find its iconic brand signifier at the very beginning of its history. The logo, created in 1922 became a basis for the iconic emblem, which was introduced in 1936, and this emblem went all the long path with the company, turning into a modern and recognizable symbol we all know today.

1922 — 1943

State Farm Logo 1922

The original State Farm logo was composed of a horizontal oval badge in a double outline, where the wordmark in a bold sans-serif was located. In the middle of the badge, there was an image of a car in monochrome, with an additional inscription around it. The text included “Service. Satisfaction. Service. Economy” the four main principles of the insurer.

In 1936 the oval badge became one of three of a similar style, flyer to each other and forming a triangle. The color palette was switched to red and gold, and the whole emblem became bright and memorable.

1943 — 1953

State Farm Logo 1943

The three coins got smaller and returned to monochrome in 1943z the emblem was placed under the bold and narrowed sans-serif inscription, located inside a white horizontal rectangular with the company’s office building image on the left. There was also additional lettering on the logo, executed in small cursive.

1953 — 2006

State Farm Logo 1953

In 1953 the logo gets redesigned again, placing three red coins in the middle of the square badge with rounded angles. The “State Farm” in all capitals was placed above the emblem, and the “Insurance” — under it. The body of each coin featured solid red, while the double white outline was balanced by white cursive lettering, which included “Life”, “Auto” and “Fire”, the main types of insurance the company worked with.

2006 — 2012

State Farm Logo 2006

In 2006 the square with rounded angles is being placed on the left from the enlarged italicized wordmark, which is executed in the same shade of red and uses an elegant sans-serif typeface with smooth lines and distinct cuts of the letter-ends. The wordmark could also be seen on its own, without an iconic emblem.

2012 — Today

State Farm logo

The redesign of 2012 simplified the previous version of the State Farm’s visual identity by removing framing and lettering from the emblem, making it just a triangle composed of three red and white coins. As for the wordmark, it remained almost untouched after the redesign of the logo by Chermayeff & Geismar.

There is also an icon, which the company uses for its website and mobile apps — the whole three-coins emblem is placed on a gradient red background, looking modern and sleek.

Old logo

Old logo State Farm

The original logo featured three overlapping ovals, each of them containing one of the three words: “Auto,” “Life,” and “Fire.” Above the tri-oval shape, the text “State Farm” is placed, while the word “Insurance” is positioned below. This version can still be sometimes seen (for instance, as a safety reflective decal). The design is placed inside a square with rounded corners.

Symbol evolution

Symbol State Farm

Another version of the logo includes the symbol described above with the State Farm wordmark placed to the right. The typeface is different from the one featured in the original symbol.

The 2012 emblem

emblem State Farm

The logo update was made by designers from the Chermayeff & Geismar agency. The new version is sleeker and simpler, which makes it better for cross-platform digital use. The frame, in which the three “eggs” were put, has been removed, as well as all the text inside it. Now, the three ovals are adjacent to the wordmark. As the words “Auto, Life, Fire” disappeared, the State Farm logo also became more legible.

We can’t but mention that the logo now looks even more as if it belonged to an egg farm than the previous version. Most likely, the company wanted to preserve the recognizability of its logotype and didn’t dare get rid of the tri-oval element.

Font

The custom typeface features quite an appealing combination of the kerning and the letterforms. It seems to go well with the logo without stealing the limelight. In comparison with the previous version, the top ends of the “a’s” have been slightly moved down, which eliminated the awkward white space between the “t” and the “a,” as well as between the “f” and the “a.”