Aetna

Identity

Following a merger with US Healthcare, Aetna shifted their strategic focus to flexible, member-centric plans and better relationships with medical providers. Their logo, however, still carried somewhat negative perceptions of the managed care industry as a whole. To break the negative connotations and capture Aetna’s new philosophy we developed a brighter, friendlier identity that gives a sense of approachability and reinforces Aetna’s commitment to empowering members.
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<p>Identity</p>

Identity