Opinion BY Armin

Aetna Finds its Groove

Established in 1853, Aetna is one the biggest health insurance companies in the United States offering medical, pharmacy, dental, behavioral health, group life and disability plans to approximately 36.3 million people. In a move to continue “its evolution from an insurance carrier to a health solutions company” and establish themselves as a more consumer-focused brand, Aetna has introduced a new identity, designed by New York-based Siegel+Gale. To get things started, you can watch a launch video here.

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Opinion BY Armin

Brush and Splatter Talent

Established in 1991, United Talent Agency (UTA) is one of the leading Hollywood talent agencies with more than 120 agents and 350 employees representing actors like Johnny Depp, Harrison Ford, Gwyneth Paltrow, and Jennifer Lopez as well as directors like the Coen brothers, Judd Apatow, and Wes Anderson. Apart from landing movie credits, UTA also helps it clients launch businesses or sign licensing deals. This past Friday, UTA unveiled a new identity, designed by Siegel+Gale.

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Opinion BY Armin

Aricent’s Quiet Swoosh

Established in 2006 with the combination of the former Hughes Software Systems/Flextronics Software Division and frog design (which had been acquired by Flextronics in 2004), Aricent is a “global innovation and technology services company that helps clients to imagine, commercialize, and evolve products and services for the connected world” with more than 10,000 consultants, designers, and engineers at 36 offices around the world. This past May Aricent announced a new brand positioning — “a provider of innovation services for the connected world” — changed its name to Aricent Group to serve as the parent company for Aricent (delivering the “communications technology expertise”) and frog design (delivering the “creative vision and user experience prowess”). The new identity has been designed by New York-based Siegel+Gale.

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Opinion BY Armin

CooperVision, Looking Good

Established in 1979, CooperVision, part of The Cooper Companies, is a manufacturer of contact lenses that hasn’t enjoyed the mainstream consumer popularity of competing brands like Acuvue, Bausch+Lomb, or CIBA Vision, placing it squarely in fourth place. Although CooperVision had a good rapport with eye care professionals recognition among consumers who more and more are getting their contact lenses straight from the source. In March CopperVision introduced a new identity designed by Siegel+Gale that aims to bring it more visibility.

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Opinion BY Armin

Follow-up: the Y

Whenever we reach over a hundred comments in a single post it’s typically an indication of not just the popularity of a given brand but also of the attachment (positive or negative) we have to the identity of that brand. Last week’s the Y discussion fit was a good representation of this with plenty of strong opinions. As a follow-up, that will either change or further cement your opinions, Siegel+Gale’s Co-President, CEO, and Chief Creative Officer, Howard Belk, has shared some additional clarifications and intentions behind their work.

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Opinion BY Armin

My Name is Y… the Y

I had my first swimming lessons at the Y — well at “La Guay” since that happened in Mexico — I also saw my older brother get kicked in the face by a girl during a Karate championship, his nose bled; I played dozens of basketball games too in various locations in Mexico City. It wasn’t until I was old enough to party that I learned that the Y’s full name was actually YMCA through the Village People, and it wasn’t until later that I learned it stood for Young Men’s Christian Association. Being Jewish it baffled me for years that they allowed me to swim there or that they allowed my brother to get kicked in the face — being Jewish in Mexico means young Christian men don’t swim in your JCC (Jewish Community Center) and they don’t get their noses kicked there either. Needles to say, I am not the only Jew or Christian or other religious denomination individual to have done something at one of the 2,600 locations in the U.S. alone. Far from it: 45 million are part of this global non-profit organization whose mission it is “To put Christian principles into practice through programs that build a healthy spirit, mind and body for all.” After 43 years with the same logo, the organization is introducing a new identity system by Siegel+Gale and is adopting the moniker the whole world already has for it: the Y.

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