New name and logo also selected for health business
HARTFORD, Conn., September 19, 1996 — Aetna (NYSE: AET) today unveiled a new corporate logotype — a fresh visual treatment of its traditional and distinctive logo — and also announced a new name and logo for the company’s health business: Aetna U.S. HealthcareРІвЂћСћ.
“We’re changing Aetna into a dynamic growth company in health and retirement services,” Aetna Chairman Ronald E. Compton said. “The name and logo changes reflect a new image associated with our new direction, while preserving for customers and the public the strength and reliability identified with the highly recognized AetnaР’В® name since 1853.”
Aetna recently sold its property/casualty business and merged its health business with U.S. HealthcareР’В®.
New Health Name and Logo
The name Aetna U.S. Healthcare was chosen because of both companies’ high recognition factors among employers and consumers, the ultimate users of health care. The new health business logo combines the best attributes of these two strong brands, featuring the new Aetna logotype in blue to complement the distinctive red “U.S. HealthcareР’В®” apple.
“Aetna U.S. Healthcare will be the first truly national managed health care company. Our new health logo will be instantly recognizable to consumers as a symbol of Aetna’s strong, reliable national reputation and U.S. Healthcare’s leadership in affordable, high-quality managed care,” said Michael J. Cardillo, co-president of Aetna U.S. Healthcare.
“The apple in our health logo continues to symbolize Aetna U.S. Healthcare’s dedication to maintaining and improving the health of our members through effective prevention and wellness programs,” said Joseph T. Sebastianelli, co-president of Aetna U.S. Healthcare. “This is the centerpiece of our commitment to high-quality health care coverage and customer satisfaction.”
New Corporate Logo
The new corporate mark is a brighter, flag-red version of the Aetna name in an updated typeface and without the orange box. The new design, which retains the distinctive “AE” ligature that has been associated with the company for 143 years, also will be used by Aetna Retirement Services and Aetna International.
Some uses of the new corporate and health business logos will begin immediately, but the old Aetna and U.S. Healthcare logos also will continue to be seen in the marketplace for a limited time as product transitions occur.
For more information about Aetna Inc., please visit the company’s website at www.aetna.com.