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PORTLAND – Unum unveiled a new corporate logo Wednesday two months after shortening its name from UnumProvident in the disability insurer’s ongoing effort to rebrand itself.
The company spent more than a year on the logo initiative during which it reviewed a couple of hundred possibilities ranging from umbrellas to peapods.
The new logo features the word “Unum” in dark blue with three light-blue dots, which represent people, above the corporate name.
The previous logo, developed in 2001, featured the UnumProvident name in bold blue over waving strips of red.
The company was created through the 1999 merger of Unum Corp. of Portland and Provident Cos. of Chattanooga, Tenn. It later moved its headquarters from Portland to Chattanooga but still has more than 3,000 employees in Maine.
Unum said it wants its logo to convey different messages: that the company offers products beyond disability insurance, is focused on customer service, and is people-oriented.
“Our brand launch is an important element of our overall strategy and represents a significant step toward reintroducing Unum to the marketplace,” said Thomas Watjen, president and CEO.
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