Nationwide Moves to One Brand

September 11, 2014

Nationwide Mutual Insurance Company announced that it will align its products and services under its most recognizable brand—Nationwide.

The company, which currently operates under multiple brand names – including, but not limited to Nationwide Insurance, Allied Insurance, Harleysville Insurance, Nationwide Financial, Scottsdale Insurance, Crestbrook Insurance and Veterinary Pet Insurance – 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,” said Nationwide Chief Executive Officer Steve Rasmussen. “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 highlight the shift to one Nationwide brand, the company is introducing an updated version of the Nationwide N and Eagle brand mark that 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 be introduced in the marketplace beginning this week, replacing the blue frame.

“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 added. “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 will transition to the new brand look, for the most part, over the next 18 months. It will impact everything, including advertising assets, branding on and in company-owned real estate, digital platforms like, sales collateral, agency signage and various other communications channels.

On Sept. 4, Nationwide’s new NFL advertising, featuring Denver Broncos quarterback Peyton Manning, airs and will reflect the new brand mark. The company will also feature the refreshed brand mark on Dale Earnhardt Jr.’s No. 88 car at the Richmond International Raceway NASCAR Sprint Cup Series race on Sept. 6.

Source: Nationwide Mutual Insurance Company

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