New Logo and Identity for Guardian by The Working Assembly

Established in 1860 (not a typo), the Guardian Life Insurance Company of America (Guardian for short) is one of the largest mutual life insurance companies in the U.S.. A Fortune 250 company, with more than 9,000 employees, it provides life insurance, disability, and other benefits for more than 26 million customers. This week, Guardian introduced a new identity designed by New York, NY-based The Working Assembly. The two interlocking rings that form the basis of the new identity have been carefully crafted and thoughtfully designed to communicate three core characteristics of the Guardian brand: strength, warmth and longevity.It’s impossible to conjure images of protection without the word “guardian.” Symbolizing strength and security, chain links represent the stability