Based out of Munich, Allianz is often considered to be one of the most important financing and insurance companies in the world. While you wouldn’t necessarily think of logo design as an important element in the world of financial success, Allianz’s eagle has become a huge part of the company’s identity. Taking a look at the evolution of the Allianz logo over the years since the company’s founding tells a story not only about the changing priorities of the company but also the changes in how financial institutions are perceived by the public.
Allianz Logo Design Elements
The Allianz logo is a highly-stylized eagle placed in the center of a large circle. The logo has the same kind of overall abstract element that seems to be popular in modern advertising, an obvious evolution of the company’s original, more realistic eagle logo. The abstract eagle is actually very hard to identify as such if you don’t already know the company’s history, helping to push forward the idea that Allianz is less beholden to the past than its lengthy history might indicate.
The primary color of the current Allianz logo is blue. It’s the same color used by many other companies in the insurance industry, so it’s possible to think of Allianz trying to bring its image in line with its competitors. The font used in the logo is a friendly rendering of the company’s name, helping to both reinforce the presence of the company in the logo and to make the company look a bit less overbearing from a consumer perspective.
Changes and Evolution
Unveiled in 1890, the original Allianz logo was actually quite complex. Resembling a traditional coat of arms, the company’s symbol was superimposed on an eagle. The imagery was not only in line with the German heritage of the company but also with the typically grandiose image of financial institutions of the time. In 1923, the logo was simplified to a stylized, art-deco eagle to reflect the changing times. This logo would stand until 1977, at which time the eagle would be encircled. By 1999, the eagle logo would reach its current stylized point. The current version of the logo, which moves the company name under the eagle, debuted in 2006.
While the original logo in 1890 was rendered in monochrome, Allianz has managed to keep an almost identical color scheme since its revised logo was introduced in 1923. A fairly familiar color in the world of insurance, it looks friendly but respectable. Indeed, the overall color of Allianz puts its customers and ease and makes the brand look incredibly trustworthy. In fact, one can likely go so far as to say that the current colors used by Allianz are really the colors of insurance in general.
Allianz hasn’t experimented with many different fonts. In fact, the company’s name was entirely absent from the logo from 1923 to 1977. Once introduced, the name of the company has moved around a fair bit. It started as left-justified, was changed to a bold version of the font, and eventually was placed underneath the logo. The changing location of the company’s name definitely shows the evolution in logo design in general, especially with the 2016 shift to putting the company’s name underneath the main body of the logo.
Given that the company has been around since the end of the 19th century, it’s hard to point at any specific influences. It certainly shares a very complex relationship with the coats of arms of many other European banks, for example, as well as other high-end German businesses. The newer image the same kind of evolution of a basic image that you can see in many of its competitors, though done in such a way that it’s hard for new customers to see the old image.
It’s not much of an influencer, either. Banks and insurance companies have gone in many different directions over the years, but few have followed Allianz. If there’s one thing that has been copied, though, it’s probably the color. This is the same color used by Allstate and MetLife today, a color choice that very well could have been influenced by Allianz.
- The company is a major supporter of World Diabetes Day
- Allianz serves more than 70 countries.
- Allianz supports a number of major sustainability efforts worldwide.
Allianz’ logo is a part of the company’s history. A good example of design evolution in action, it’s actually hard to see exactly where the logo started unless you study its history. It is an example of changing design needs in action, and a particularly good look at how rapidly design changed during the period around the beginning of the 20th century.