The Travelers logo is iconic.
The red umbrella dates back to 1870, in the newspaper ad at the start of the insurance company. It was later seen in the infamous Traveler’s Insurance commercials where a man with a red umbrella shelters those from a rainstorm.
The umbrella has a signature red hue. Harry W. Knetell was the genius who applied the signature red hue of the umbrella symbol. Harry was the account executive for Travelers and VP of the Charles Brunelle ad agency in the 1960s.
The red umbrella is perfect for an insurance company. An umbrella will shelter you from the storm and life’s unexpected disasters. It illustrates the concept of protection. The umbrella is warm and friendly and can be merchandized.
Iconic logos elevate brand awareness.
Insurance companies need brand awareness like fish need water. One cannot place a physical insurance product on any shelf at a store. People cannot see the product around their city.
They can see a symbol. The red umbrella is instantly recognizable. They have seen it in commercials. It has a powerful meaning of getting people out of trouble when disaster strikes.