Aetna rebrands itself with new logo, consumer focus

Aetna on Wednesday announced that it is rebranding itself with a new logo and a heightened consumer focus in another clear demonstration that health reform is changing the insurance market.

The new corporate logo is a modern, no-caps font. The choice of color, purple, is an unusual move for an insurance company because financial institutions usually choose dark colors to project conservatism, reported Business Insider.

Aetna hopes the renewed branding will help redefine it as "health solutions company" that engages consumers in their healthcare, empowering them to make healthier decisions. Aetna will reframe its offerings into four categories: health plans and benefits, wellness programs, financial planning tools for healthcare spending and productivity solutions, the Hartford Courant reported.

"We want to help make health care work better for everyone," Aetna CEO Mark Bertolini said. "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."

The company also plans to introduce new mobile applications and more collaborations with the healthcare community, according to the Hartford Business Journal.

Aetna is the second insurance company in six months to rebrand itself; Cigna is spending $25 million to change its logo and market to individuals as insurers shift more toward providing health benefit products and solutions.

To learn more:
- read the Business Insider article
- see the Hartford Business Journal article
- check out the Hartford Courant article