Insurance giants ACE Limited and The Chubb Corporation have united to form the world's largest publically traded property and casualty group under just the name Chubb. Raymond Loewy's famous Chubb logo, created in 1968, has been the first casualty.
Chubb management says that in keeping with its new moniker, it has chosen a new logo that is a simple expression of our name, with no extra symbols or visual distractions. To balance the extreme simplicity of the new mark, a palette of nine colors have been chosen to represent the company's diverse culture, global presence, and many customers and products.
The new design was created with the word craftsmanship as its centerpiece, which makes discarding the history and equity of the Loewy design all the more curious. Replacing Chubb's well-known public face with a design that resembles that of another financial giant, Chase, is a move that may make more sense over time.
Check out the changes here.