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.
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