Choosing a color is important for your brand identity. A color can suggest part of your company beliefs, traits and objectives. Many people have the same natural responses to colors, so picking colors is part of creating a first impression to your prospects and clients. Below are some of the most popular colors, what they tend to represent and some examples of insurance carriers and the colors they chose. 

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Red – Creates a sense of urgency, which is good for clearance sales. Encourages appetite, thus is frequently used by fast-food chains. Physically stimulates the body, raising blood pressure and heart rate, associated with movement, excitement, and passion.

Insurance companies that use red in their branding are Travelers, Fireman's Fund, CNA, State Farm, Farmers, AAA, The Hartford, Mercury, Mapfre, Hiscox, 


Blue – The preferred color of most insurance carriers. It’s associated with peace, water, tranquility, and reliability. Blue provides a sense of security, and stimulates productivity. The most common color used by conservative brands looking to promote trust in their products. Blue is a very popular colors amongst men and women which also makes this a popular pick for insurance carriers and agencies.

Insurance companies that use blue in their branding are AIG, Nationwide, Allstate, Geico, Blue Cross, Zurich, MetLife, Progressive, Philadelphia, Liberty Mutual, Chubb, Allianz...


Green – Associated with health, tranquility, power, and nature. Used in stores to relax customers and for promoting environmental issues. Green stimulates harmony in your brain and encourages a balance leading to decisiveness.

Insurance companies that use green in their branding are Hanover, W.R. Berkley, Manulife, Cigna, Humana, Amica... Green is more popular amongst health insurance companies since green is associated with health. 


Purple – Commonly associated with royalty, wisdom, and respect. Stimulates problem solving as well as creativity. Frequently used to promote beauty and anti-aging products.

I couldn't find many insurance companies that use purple other than Aetna and Lemonade. 


Orange & Yellow – Cheerful colors that promote optimism. Orange is considered a youthful color, which evokes a feeling of excitement and fun. Yellow is used to create a sense of urgency that can draw in impulsive buyers and window shoppers.

Insurance companies that use orange or yellow in their branding are Voya, Infinity, Atain, Kemper, OneBeacon...


Black – Associated with authority, power, stability, and strength. Often a symbol of intelligence, but can become overwhelming if used to frequently.

Insurance companies that use black in their branding are XL, Hiscox, Foremost, Midwest, Travelers... 


Grey – Symbolizes feelings of practicality, old age, and solidarity. But too much grey can lead to feelings of nothingness and depression.

Insurance companies that use grey in their branding are USAA, ACE, Safeco...

Many insurance carriers and brokerages use more than one color in their brand. You want your logo to stand our, but also represent your mission. Before making a commitment to a new logo or a rebrand or an existing logo, check with your team, current clients, friends and family to make sure you are on the right path. Hopefully you stick with your decision for quite some time as rebranding too frequently can create confusion in the market and create feelings of uncertainty of your company. If you have any questions about branding or identity, consult with us! It's very exciting to work on your brand, but you have to take it slow to get it right.