Travelers Logo

Travelers logoTravelers Logo PNG

Travelers is a large provider of insurance services in the United States. The company was established in 1853 and today is one of the Fortune500 corporations with its offices all over the country and abroad. The group has over 30 thousand employees and annual revenue of around 29 billion USD.

Meaning and history

Travelers Logo history

The company’s iconic visual identity first appeared in the 1870s, and until today the firm uses a symbol, which became synonymous to protection and insurance at its best.

The Travelers’ red umbrella is a graphical representation of security and shelter, which covers the company’s customers, evoking a friendly and warm sense. It first appeared in the company’s newspaper advertising at the end of the 19th century and was modified for a logo in the 1970s.

1974 – 1981

Travelers Logo-1974

The logo from the 1970s was composed of a square, where the red umbrella with a black handle was enclosed. The emblem was placed above the wordmark, consisting of “The Travelers” wordmark and a firm’s motto “Maybe we can help” written under it.

The black white and red color palette of the company’s visual identity was a reflection of the power and stability of the brand, along with its energy and passion.

The wordmark, executed in an elegant serif typeface, which is similar to Eloquence Semibold, looked sophisticated and traditional, creating a feeling of a fundamental and serious approach.

1981 – 2007

Travelers Logo-1981

The redesign of 1981 changed the compositions of the logo, putting the umbrella after the nameplate. The typeface of the lettering was also changed to a bolder and more modern one. The serif font of the 1980s logotype is close to Marathon Serial Heavy, which looks timeless and confident with its thick lines and distinctive serifs.

The motto was replaced by the new one. “You’re better off under the Umbrella” was written in a lighter font and placed under the nameplate, reflecting the company’s essence and philosophy.

The contours of the Umbrella were also refined. Now it looks more contemporary and minimalist, accenting on the meaning rather than the drawing.

2007 – Today

Travelers Logo

Today’s version of the Travelers’ logo was designed in 2007 and is composed of a shortened nameplate with an emblem on its right.

The umbrella now features only red color and looks sleeker and more stylish than ever, reflecting the company’s strength, passion and the warmth it aims to bring to its customers.

The wordmark was also fully redesigned. The only thing, left untouched, is the black color of the lettering. The red and black color palette of the firm’s logo looks classy and makes the company stand out in the list of its competitors.


The wordmark of the current logo is written in all capitals, accenting on the company’s confidence and stability. The inscription is executed in a bold modern sans-serif typeface, which is close to Sinews Sans Pro Medium Italic, but with its letterforms slightly modified — the lines are softened and some ends of the letters (“T” and “L”) playfully pointed.

The inscription evokes a sense of progress and movement, showing the company’s energy and value of innovations.


The Travelers is one of the leading American companies in property-casualty insurance services. The company has a wide range of subsidiaries and operating offices all over the United States and Canada, as well as the UK, Ireland, and Brazil.

Travelers Emblem

One of the Fortune500 companies offers a wide range of online services available through its website and mobile application, which enables customers to schedule payments and review coverage plans. The policyholders also can report a claim and check its status through the app.

There are three main segments of the company’s activity: individual, business and special risk insurance. Individual products include auto and property plans, along with special events and valuable items coverage and identity fraud protection. The business services include business owner’s policy, commercial transport, and umbrella plans, and workers’ compensation.

Special Risk Insurance provides various services in inland and ocean marine segments, global products and national property, alongside environmental liability insurance and Indian Nations plans.

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