Transamerica today announced a brand refresh designed to highlight its commitment to increasing financial accessibility for middle-income Americans.
“Every individual deserves the chance to live their best life,” said Maurice Perkins, chief corporate affairs officer at Transamerica. “The needs of our customers have evolved, and so has our approach to meeting those needs.”
According to Transamerica, these changes include an update to their logo, which will start to feature the Transamerica Pyramid Center rising from a horizon in a crimson red color, along with alterations to their visual language.
The brands typography will also change to a new font called Forever Forma.
The new logo is set to represent Americans at different life stages. According to a study by the Transamerica Institute, one in five individuals in the middle-class feel very confident in their ability to fully retire or sustain a comfortable lifestyle during retirement.
“This moment represents a significant evolution of our brand and underscores our commitment to serving the middle market and their needs,” added Perkins. “The needs of our customers have evolved, and so has our approach to meeting those needs. However, our dedication to providing everyday Americans with access to leading financial products, tools and education remains unwavering.”
Transamerica has paid over $47 billion in insurance, retirement, and annuity claims and benefits, including return of customer-paid annuity premiums. It is one of the top leading providers of life insurance, retirement, and investment solutions for more than 10 million customers nationwide.
“Transamerica is executing a growth strategy to build America’s leading middle market life insurance and retirement company, including the nearly 68 million middle-income households that have been relatively overlooked by the financial services industry,” said Will Fuller, Transamerica’s president and CEO. “Our brand transformation mirrors our commitment to the broad scope of customers we serve.”
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Amanda Umpierrez is the Managing Editor of 401(k) Specialist magazine. She is a financial services reporter with over six years of experience and a passion for telling stories and reporting news. Amanda received her degree in journalism and government and politics at St. John’s University. She is originally from Queens, New York, but now resides in Denver, Colorado with her partner. In her free time, Amanda enjoys running, cooking, and watching the latest drama show.
