Aetna updates corporate logo to reflect new image; New name and logo also selected for health business.HARTFORD Hartford, city (1990 pop. 139,739), state capital, Hartford co., central Conn., on the west bank of the Connecticut River; settled as Newtown 1635–36 on the site of a Dutch trading post (1633; abandoned 1654), inc. 1784. , Conn.--(BUSINESS WIRE)--Sept. 19, 1996--Aetna (NYSE NYSE See: New York Stock Exchange :AET AET Aetna, Inc. AET After Extra Time AET Actual Evapotranspiration AET Alliance for Environmental Technology AET Alpha-Ethyltryptamine AET Applied Extrusion Technologies, Inc. ) today unveiled a new corporate logotype -- a fresh visual treatment of its traditional and distinctive logo -- and also announced a new name and logo for the company's health business: Aetna Aetna, volcano: see Etna, Italy. U.S. Healthcare U.S. Healthcare is a now-defunct healthcare company. The logo had an apple. The merger with Aetna In 1996, the company merged with Aetna, calling it Aetna U.S. Healthcare. The U.S. Healthcare apple logo was next to the Aetna name, and U.S. Healthcare under it. U.S. . "We're we're Contraction of we are. we're we are changing Aetna into a dynamic growth company in health and retirement services," Aetna Chairman Ronald E. Compton said. "The name and logo changes reflect a new image associated with our new direction, while preserving for customers and the public the strength and reliability identified with the highly recognized Aetna name since 1853." Aetna recently sold its property/casualty business and merged its health business with U.S. Healthcare. New Health Name and Logo The name Aetna U.S. Healthcare was chosen because of both companies' high recognition factors among employers and consumers, the ultimate users of health care. The new health business logo combines the best attributes of these two strong brands, featuring the new Aetna logotype in blue to complement the distinctive red "U.S. Healthcare" apple. "Aetna U.S. Healthcare will be the first truly national managed health care company. Our new health logo will be instantly recognizable to consumers as a symbol of Aetna's strong, reliable national reputation and U.S. Healthcare's leadership in affordable, high-quality managed care," said Michael J. Cardillo, co-president of Aetna U.S. Healthcare. "The apple in our health logo continues to symbolize Aetna U.S. Healthcare's dedication to maintaining and improving the health of our members through effective prevention and wellness programs," said Joseph T. Sebastianelli, co-president of Aetna U.S. Healthcare. "This is the centerpiece of our commitment to high-quality health care coverage and customer satisfaction." New Corporate Logo The new corporate mark is a brighter, flag-red version of the Aetna name in an updated typeface The design of a set of printed characters, such as Courier, Helvetica and Times Roman. The terms "typeface" and "font" are used interchangeably, but the typeface is the primary design, while the font is the particular implementation and variation of the typeface, such as bold or italics and without the orange box. The new design, which retains the distinctive "AE" ligature Two or more typeface characters that are designed as a single unit (physically touch). Fi, ffi, ae and oe are common ligatures. that has been associated with the company for 143 years, also will be used by Aetna Retirement Services and Aetna International. Some uses of the new corporate and health business logos will begin immediately, but the old Aetna and U.S. Healthcare logos also will continue to be seen in the marketplace for a limited time as product transitions occur. CONTACT: Aetna Joyce A. Oberdorf, 860/273-7392 |
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