Unum Provident Makes Big Splash With Stupid Logo

Unum is one of the world’s leading employee benefits providers.   Unum is headquartered in Chattanooga, Tennessee, and has offices around the globe.  It’s other locations include Portland, Maine; Worcester, Massachusetts; and Glendale California. Unum employs 3500 people in Portland.

Well, after a year long, multi-million-dollar rebranding effort in order to come up with a new image for the disability insurer, they unveiled their new logo:

Yeah, I know — it’s stupid.

Putting your name in lower-case letter is not hip and modern, it’s dumb.  You’re not a cutting edge tech company or a new business filled with young entrepreneur — you’re an insurance company.

And what are the 3 dots above the logo supposed to be — other than bizarre?  I know, your press explains that the dots are intended to invoke the image of three people: your subsidiary companies, their customers, and your own employees.

Why design a logo with those foolish dots that no one else can type? 

And guess what?  If you have to explain what the dots mean — their not working!  And neither is this logo.