Transamerica Launches New Logo

Transamerica Corp. Tuesday 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 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.

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. 

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.