Logotype for

Prudential

Prudential, the largest insurance company in the United States, sought a friendlier image than the bold Helvetica corporate signature that had identified the company for over 12 years. “The” was to be omitted and Prudential would be used, in cap and lower-case in a highly legible existing font or one created especially for the new corporate identity program. The signature must appear clearly on the thousands of documents published annually by the company and its many subsidiaries: policies, contracts, and brochures.

Trial settings of Prudential and a few subsidiary names were typeset at the start of the design program: two versions of Century, Garamond, Sabon, and Times bold; all were considered to be “friendly,” yet March, the corporate identity director, thought that the often-used styles would not create strong brand identification, so this font was developed and references the Century family.

Prudential Financial replaced the seven brands originally developed as part of a recent design program. Prudential, the largest insurance company in the United States, sought a friendlier image than the bold Helvetica corporate signature that had identified the company for over 12 years. “The” was to be omitted and Prudential would be used, in cap and lower-case in a highly legible existing font or one created especially for the new corporate identity program. The signature must appear clearly on the thousands of documents published annually by the company and its many subsidiaries: policies, contracts, and brochures. Trial settings of Prudential and a few subsidiary names were typeset at the start of the design program: two versions of Century, Garamond, Sabon, and Times bold; all were considered to be “friendly,” yet March, the corporate identity director, thought that the often-used styles would not create strong brand identification, so this font was developed and references the Century family.