Transamerica is a nearly 100-year-old holding company for various life insurance companies and investment firms. Its broad mission is to help people lead better and more secure lives as they build toward a healthy retirement.

The company’s logo/identity has referenced the 48-story Transamerica skyscraper in San Francisco in a literal way since 1983 and figuratively since 1972 when the structure was built. Specifically, it has used the building’s pinnacle, a pyramid shape that is meant to suggest power and passion. (Ironically, the company has moved to Baltimore and no longer has offices in the building.)

A recent rebrand of the company logo transforms the pyramid from a literal representation into figurative shapes that emerge from the top and bottom of a slanted square, suggesting confident progress upward. The mood, according to a company video, is “optimistic, flexible, and young at heart.” The icon, which forms a new shape, has various shapes within it.

The theme of blocky, solid shapes is used in the new identity as photo frames, text boxes, and graphics. A fresh color palette, a sensible but spirited sans serif, and a visual system replete with photos of people living their best lives flesh out an identity clearly meant to entice young consumers.

You can watch the rebranding reel at