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New Name, Logo, and Identity for Principal by Lippincott



Noted Mar. 17, 2016 by Armin

Industry / Finance Tags /


(Est. 1879) “Principal Financial Group® helps people and companies around the world build, protect and advance their financial well-being through retirement, insurance and asset management solutions that fit their lives. Our employees are passionate about helping clients of all income and portfolio sizes achieve their goals — offering innovative ideas, investment expertise and real-life solutions to make financial progress possible.”

Design by

Lippincott (New York, NY)

Related links

Lippincott press release
Principal news post

Relevant quote
The new look amplifies what the company has always stood for: helping people make financial progress so they can live their best lives. The logo’s form is iconic and unique, taking inspiration from a human embrace while outlining a clear path towards progress. The softer forms of the double “P” signal reduced complexity for its customers. Together with the typography, it conveys a more humanistic and optimistic personality. A vibrant blue will serve as the company’s brand color.

Lippincott press release

Images (opinion after)
New Name, Logo, and Identity for Principal by Lippincott
Logo detail.
New Name, Logo, and Identity for Principal by Lippincott
Logos, more of.
New Name, Logo, and Identity for Principal by Lippincott
Sample collateral.
TV ad. An ad all about logos!
Brand positioning video.

The old logo had an unapologetic 1980s corporate feel that is very much out of place in today's world. The TV ad below jokes that the logo is "too pointy" but it really comes down to that. It was too pointy. Too harsh. Too much old-school Univers. The new logo is… nice. It's hard to argue against it. The icon is readable as a "P" — although I don't know why the press release would emphasize it's a "double 'P'" when only one "P" is needed — it's soft and friendly but still establishes a sense of corporate-ness, that Principal will help take care of you in the long run. The wordmark is perfectly good too. I guess you could argue the new logo is generic and could apply to any other number of business but the old logo wasn't highly specific — only because it literally said "financial" you knew it was a financial company, but remove that and it could easily have been a refrigerator company. Overall, a good, softer corporate mark.

Thanks to Kathy Downing for the tip.

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