Transamerica, our main US business, has kickstarted the new year by revealing a vibrant new look for the brand at the annual Transamerica National Sales Conference in Atlanta, Georgia.
This marks the third phase of Aegon’s brand transformation, which began in June 2023 with the unveiling of the look for our holding company and the subsequent rebranding of Aegon UK, Aegon Spain and Aegon Asset Management in October 2024. The unveiling of the new Transamerica brand signals the rollout of the new brand identity across the US. Starting this week, Transamerica customers and partners will see a rejuvenated logo and a fresh aesthetic on the website, buildings, and materials.
What’s new?
This represents the first major update to the Transamerica logo in over 40 years. The goal of the brand refresh was to acknowledge Transamerica’s proud 120-year history of helping people from all walks of life to live their best lives, while ushering the company into its next era with confidence. The new look fits neatly into the new Aegon brand portfolio and at the same time champions Transamerica's distinctive brand.
The updated logo features the iconic Transamerica Pyramid rising boldly from the horizon in a striking red. The brand's typography is transitioning to Forever Forma, a modern, accessible font developed as a key element of the brand identity. The visual language has also been updated with an array of bold colors, dynamic shapes, and photography to capture the optimism inherent in a life well-lived.
Why the change?
"Transamerica is executing a growth strategy to build America's leading middle market life insurance and retirement company, including the nearly 68 million middle-income households that have been relatively overlooked by the financial services industry,” says Will Fuller, Transamerica’s President and CEO. “Our brand transformation mirrors our commitment to the broad scope of customers we serve.”
Every individual deserves the chance to live their best life, according to Maurice Perkins, Chief Corporate Affairs Officer at Transamerica. "The needs of our customers have evolved and so has our approach to meeting those needs. Our dedication to providing everyday Americans with access to leading financial protection products, tools and education remains unwavering."
Rollout across the group
The unveiling this week marks the third phase of the brand identity refresh. The first stage saw the introduction of a new look for the holding company during the announcement of our group strategy and organizational changes in June 2023. Our businesses in Spain, the UK and Aegon Asset Management rebranded in October 2024. Now Transamerica has achieved a major milestone with the start of its brand refresh.
In addition, Transamerica Life Bermuda unveiled its new logo this week and will launch its brand refresh in March, which will be accompanied by new business initiatives designed to enhance their proposition on supporting legacy and business planning for HNW individuals and families. The refreshed logo retains its signature gold color to resonate with its target audience. It also continues to feature the iconic Transamerica Pyramid and incorporates the tilted Aegon square, establishing a visual connection to other brands within our brand portfolio.