Transamerica Introduces New Logo

Transamerica Corp. has unveiled a refreshed brand identity designed to underscore its pledge to support middle-income households in achieving financial security. Beginning Tuesday, Transamerica customers and partners will see a new logo across the company’s website, buildings and marketing materials.

The updated logo depicts the Transamerica Pyramid Center rising from a horizon, rendered in crimson red. Complementing this visual change, the brand’s typography will transition to the Forever Forma font.

Transamerica’s efforts to revitalize its brand comes as the company’s Netherlands-based parent, Aegon Ltd., has been placing greater emphasis on the U.S. market, including positioning Transamerica as a leader in life insurance and retirement services.

As of December 31, 2023, Transamerica’s portfolio of revenue-generating investments totaled $427 billion. It is among the 10 largest providers in multiple defined contribution plan metrics, including single-employer 401(k) plans and pooled employer plans, as measured by firms participating in PLANSPONSOR’s 2024 Recordkeeping Survey. PLANSPONSOR is a sister publication of PLANADVISER.

The firm has distributed more than $47 billion in insurance, retirement and annuity claims and benefits. The company has also processed 3.1 million claims, while maintaining 12.1 million policies in force and serving 10.3 million customers nationwide.

“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,” said Will Fuller, Transamerica’s president and CEO, in a statement.