Aetna unveils new logo, consumer approach

Aetna says it wants to evolve from an insurance carrier to a “health solutions company.” And one way they are doing that—and refreshing their “brand promise”—is with an updated look and logo.

The Hartford, Conn.-based health insurer unveiled Wednesday a new purple logo that connects the “a” and “e” in the spelling of the company’s name. The connection of the two letters was used in the Aetna logo for 151 years before being retired in 2001. Aetna says it's bringing the logo back as a unique symbol of the company’s brand and heritage.

But the company says their biggest change is a new focus on consumer-driven health care.

“We want to help make health care work better for everyone,” Aetna Chairman and CEO Mark Bertolini said in a news release. “Aetna’s refreshed brand reflects our goal of combining innovative benefits products, game-changing technologies, and collaborative relationships with the provider community to create a system that is more connected, convenient and cost-effective. Aetna is uniquely positioned to deliver on this goal.”

The company also says it is reframing its offerings into four benefit-focused categories that connect people to “quality health plans and benefits, healthier living, financial well-being and intelligent solutions.”

These categories better explain Aetna’s current offerings, promote clear, simple and benefit-oriented communications, and provide insight into Aetna’s future offerings, officials say.

Beginning this spring, Aetna’s advertising and marketing campaigns will reflect the new look.


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