Aetna
Aetna is an American managed healthcare company offering health insurance plans and services. A subsidiary of CVS Health, it provides millions of members with medical, dental, and pharmacy benefits.
Aetna logos
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Aetna brand colors
#712D90
#B697C4
#FDFAFC
History
1965–1989
Lippincott & Margulies
Designed by Lippincott & Margulies
Commissioned in August 1965, this identity introduced a stylized logotype that unified the Aetna name under a single visual system for the first time. Lippincott & Margulies, the New York firm responsible for many mid-century American corporate identities, replaced the company's earlier engraved-style letterforms with a cleaner, more contemporary mark suited to print and signage at scale.
1989–1996
Vignelli Associates
Designed by Sheila Hart for Vignelli Associates
Sheila Hart, working at Vignelli Associates, redesigned the wordmark in March 1989 using a modified version of Univers Condensed. The revision tightened the letterSpacing and adjusted the proportions of the capitals, giving the name a more authoritative presence on materials ranging from insurance cards to building facades.
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