Nationwide Unifies Brand Under its Most Recognizable Name – Nationwide

Say goodbye to Allied, Harleysville, Scottsdale, Crestbrook and others, as the carrier emphasizes the breadth of offerings available across its enterprise operations.

(Updated version of Nationwide’s classic Eagle/N logo which will replace the blue frame logo.)

Nationwide Mutual Insurance Company has announced that it will market its products under the single Nationwide brand. The Columbus, Ohio-based carrier has resurrected its Nationwide N and Eagle logo in an updated version to mark the brand unification.

Steve Rasmussen, CEO, Nationwide Mutual Insurance Company.

Steve Rasmussen, CEO, Nationwide Mutual Insurance Company.

Nationwide currently operates under multiple brand names including Nationwide Insurance, Allied Insurance, Harleysville Insurance, Nationwide Financial, Scottsdale Insurance, Crestbrook Insurance and Veterinary Pet Insurance. A company statement says that Nationwide is moving to a one-brand approach to leverage its diverse product portfolio, financial stability and business relationships more effectively.

“This is an exciting time for Nationwide. We’re a company that has a much larger footprint than most people realize,” comments Steve Rasmussen, Nationwide’s CEO. “Nationwide is in all 50 states and features more products and solutions than our competitors, but customers in many areas aren’t aware of our strength, offerings and size because we feature so many brands that can appear to be unrelated. Updating our mark and going to one brand will allow customers to find us when they’re looking for solutions, both now, and in the future.”

To promote the one Nationwide brand, the company has introduced an updated version of the Nationwide N and Eagle brand mark that it says harkens back to the company’s heritage and the famous 50-year-old tag line, “Nationwide is on your side.” The refreshed N and Eagle brand mark will replace the blue frame logo.

Nationwide's blue frame logo decorates the company’s headquarters in Columbus, Ohio.

Nationwide’s blue frame logo decorates the company’s headquarters in Columbus, Ohio.

“We’ve used the N and Eagle as a visual element in our Join the Nation campaign, and feedback revealed that this memorable feature still resonates with members, agents, producers and the general public,” Rasmussen adds. “The Nationwide brand is the core and embodiment of who we are as a company, and research shows it is our best-known asset. We plan to leverage this asset to shine the spotlight on all of the products and solutions we offer.”

Nationwide’s brand unification will occur mostly over the next 18 months, impacting everything, including advertising assets, branding on and in company-owned real estate, digital platforms such as Nationwide.com, sales collateral, agency signage and various other communications channels.

The new branding will appear in Nationwide’s new NFL advertising on Sept. 4, featuring Denver Broncos quarterback Peyton Manning. It will also appear on Dale Earnhardt Jr.’s No. 88 car at the Richmond International Raceway NASCAR Sprint Cup Series race on Sept. 6, according to a Nationwide statement.

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