Saying it's 'a national company with a heart,' EMC Insurance unveils new logo and tagline
One of Des Moines' oldest companies is sporting a new logo.
The 113-year-old, Des Moines-based EMC Insurance Cos. unveiled the new look along with a new tagline Tuesday. It was the firm’s first rebranding effort in 25 years.
“We felt the time was appropriate," said EMC Executive Vice President Beth Nigut. "We’re wanting to make sure we are as relevant and competitive in the marketplace as we can be given the many changes that have been going on within the insurance industry.”
Cast in a bright, bold blue, the logo features a distinctive letter “e” that the company said was selected for its “modern, clean design, but also for its warmth and inviting nature.” The new font replaces the old logo's bold-faced capital letters.
New EMC tagline emphasizes 'human touch'
The company also has developed the new tagline “Keeping Insurance Human,” a phrase it says reinforces its image as “a national company with a heart.”
“The ‘keeping insurance human’ tagline was selected because it is memorable and authentic to who EMC is,” Scott Jean, EMC president and CEO, said in a news release. “We at EMC differentiate ourselves by using our increasingly strong technology and data tools to empower and enable team members to focus on the human touch, which so many of our competitors have left by the wayside.”
Nigut said the new branding is the result of a two-year effort that considered a number of options.
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“In fact, I will never look at a brand the same way. This entire process has been fascinating,” Nigut said.
She said she is particularly proud of the way EMC arrived at its new look by incorporating input from agents, team members and policy holders.
“Just through a continual iteration, discussion, and refinement, we would take a look at certain options, get feedback from our leaders within EMC to really capture what was resonating and why and through that iterative refinement process we were able to land on this amazing new logo that was unveiled to the world today,” she said.
The company’s look and branding are important to EMC, she added.
“We want to make sure everything is cohesive and aligned," she said. "It allows us to have that sense of connection with our products, with our services, with our people and who we are in the marketplace, so everything just makes more sense and is a more compelling message."
What to know about EMC
EMC has 2,200 employees, with 1,100 based in Des Moines, and is among the top 60 property and casualty insurance organizations in the country based on net written premiums. EMC provides property/casualty insurance for businesses, bonds and life insurance, and is licensed in all 50 states and the District of Columbia.
This article originally appeared on Des Moines Register: Des Moines' venerable EMC Insurance adopts new logo, tagline
