Lippincott & Margulies created New York Life’s very familiar blue square-logo in 1964. The box, with its stacked name and interconnected letterforms, was meant to suggest stability and security. Now more than 60 years old, that logo has just been reenergized in a brand refresh for the 175-year-old company, created by FutureBrand.
Built around the strapline, “Window of Opportunity,” the new design uses window- or shadow-like shapes projected by the square logo to suggest how the company makes moments of change possible in life—retirement, college, a new home, and so on. These angular projections extend the concept of the New York Life square in new ways, suggesting that while the company provides stability, it is not static.
Sometimes those windows contain photos of people experiencing anything from contentment to actual celebration. Sometimes they contain data or other statements. In still other renditions, the logo square itself is used as a container.
