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American Graphic Design Awards Winner

American Graphic Design Awards 2025

A 120-Year-Old Icon Turns Confidently To The Future

Lincoln Financial evolves its brand, retaining its iconic Lincoln image while embracing a customer-centric future.

The Story

Lincoln Financial, a 120-year-old insurance company, embarked on a brand evolution to reflect its heritage while embracing modern aspirations. Retaining Abraham Lincoln's iconic likeness, the redesign aimed to convey warmth and a forward-looking perspective. The new tagline, 'Your tomorrow,' emphasizes customer-centricity and partnership, aligning with the company's commitment to serving diverse needs. The rebranding launched on September 16, 2024, featuring events and prominent media placements that significantly boosted engagement and visibility, attracting attention from key stakeholders. This transformation positions Lincoln Financial as a confident leader in the industry, balancing its rich legacy with a fresh, optimistic identity.