(Est. 1931) “The Allstate Corporation is the nation’s largest publicly held personal lines insurer, protecting approximately 16 million households from life’s uncertainties through auto, home, life and other insurance offered through its Allstate, Esurance, Encompass and Answer Financial brand names. Allstate is widely known through the slogan “You’re In Good Hands With Allstate®.” Allstate agencies are in virtually every local community in America.”
Images (opinion after)
I have had tips for Allstate since May and I had been waiting to see if something else popped up about it. Nothing has and rollout seems to be sketchy as the new logo appears in new commercials and newsletter emails but not on their main site. So, who knows if they will ever announce it formally. By now, I feel like my reviews are starting to feel repetitive as a great deal of changes recently have resulted in the sans-serif-friendly-tization of pretty much everything. The old wordmark was perfectly fine and hinted at a corporate-ness that was very appropriate — I want my insurance money to be in the hands of a serious-ass company. I don’t want to be friends with them, I don’t want to follow them on social media. I want them to pick up the phone when I call and give me as little friction as possible with a claim. The new logo, like all new logos, is trying to be friendly and act like a cool consumer brand with roundy fonts and happy colors. The new wordmark has a terribly distracting “a” that is wider than any other letter in the name and some infuriatingly modified “t”s that look disproportionate as well. The “All” part is the only nice thing about it and it’s a small miracle they didn’t put little curls on the bottom of the “l”s to make the wordmark even friendlier. The hands… it’s hard to tell how much evolution this latest version has as there are half-a-dozen different versions of the hands on Google Images but one thing is definitely clear: they haven’t been solved. All the lines are weird, clumsy, and inconsistent. Plus, now that they are in white, everything makes less sense because many of the lines are meant to convey the shadows created by the hand’s and fingers’ shape and now it’s all some kind of Command-I mess. Overall, this was an unnecessary lateral step that doesn’t clearly convey any kind of new message or ambition for the brand. If anything, what Allstate needed was some Mayhem of its own.
Thanks to Brian Pennington for the tip.