State Farm Logo

State Farm Logo
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 logo

State Farm Logo history


State Farm was founded in 1922, but its famous tri-oval symbol was introduced much later, somewhere in the mid-to-late 1940s. It went through a subtle update in 1953.

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.”