Companies like Aetna face a dizzying array of challenges— from globalization of offerings to escalating costs and unpredictable shifts in healthcare reform. Collectively, they have taken their toll on stakeholder trust and understanding. Against this backdrop of heightened uncertainty—with consumers searching for more control, dependability, support and value as well as access—Aetna hoped to bring its brand to life in a simple, compelling fashion, with its vision “to be the global leader in empowering people to live healthier lives.”

Knowing that the focus for healthcare benefit companies had shifted from a business-to-business orientation to a business-to-consumer mindset, we tapped into the emotions, needs and expectations of the target audiences who determine Aetna’s success. We brought this strategy front and center with a vibrant new logo and identity, one that is both contemporary and optimistic, that signals innovation, game-changing technologies and collaborative relationships with all audiences. The new logo also celebrates the tradition of the Aetna name, linking the “a” and the “e,” further underscoring the link between the brand and its customers.

With a new logo and visual identity, Aetna has moved into a new and healthier direction—and continues its evolution from an insurance carrier to a health solutions company. According to Aetna Chairman and CEO Mark T. Bertolini, “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.”