Grinnell Mutual Rebrands

Old vs. new logo

In its first major rebrand since 1963, Grinnell Mutual Insurance has a new identity system, created by the branding agency Meyocks.

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To support the company’s new brand theme—Trust in Tomorrow—the new logo is a capital letter G stylized into the shape of a shield, topped with what could be a sunrise. Or, in keeping with the shield theme, the gold arc could be interpreted as the crest on the top of a Roman soldier’s helmet, suggesting strength. The logo also resembles an acorn, perhaps representing the solid nature of the oak, which ties in with the core brand themes of growth and transformation.

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Grinnell’s revamped blue and gold identity also relies heavily on photos of people interacting in loving or fun ways.


Read more about the new brand identity here.

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