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. Aetna’s new logo celebrates the equity and tradition of the Aetna name in a way that is both contemporary and optimistic. Aetna is symbolically reinforcing its 160-year history, its dedication to building relationships with its members, customers and providers and its brand