For nearly a century, Farmers Insurance has helped customers protect what matters most while continually evolving to meet changing needs. Farmers partnered with Lippincott to modernize its identity while preserving the brand equities that customers and agents trust.

‍Role
Design Partner, Creative Lead

‍Scope
Brand identity evolution, visual system, brand architecture, guidelines, agency signage system, sponsorship identity, brand training, ongoing brand stewardship

‍Approach
Led the evolution of the Farmers identity over several years, retaining the brand’s core symbols of protection and optimism while introducing a brighter, more contemporary expression. The updated logo emphasizes the sunburst element and anchors a design system built around the brand’s red, white, and blue palette, with greater clarity, openness, and flexibility across digital and physical environments.

‍Outcome
The refreshed identity modernized the Farmers brand while maintaining visual continuity for its nationwide agent network. A cohesive design system and streamlined brand architecture strengthened connections between the masterbrand and key programs, extending across marketing, digital platforms, agency environments, and marquee events such as the Farmers Insurance Open.