The 110-year-old company Sentry Insurance has shortened its name to just Sentry and has a new and much different identity to match.
The original logo was a graphical representation of an actual sentry, a statue called the “Minuteman,” found in Lexington, Mass. It was meant to convey a sense of vigilance and protection. The new logo moves from the notion of the singular protector to a concept of ongoing dialogue between the company and its customers, all working together to provide the best protection.
The yin and yang convey this sense of partnership. The design can also be used as two quote marks meant to represent conversation and to frame important statements.
Read more behind the new brand here.