RADNOR, PA — Lincoln Financial (NYSE: LNC) has announced a refresh of its brand, introducing new visuals and messaging that reflect its core values and commitment to customers’ financial futures. This update aligns with the company’s historical values of honesty, trust, and integrity, inspired by its namesake, Abraham Lincoln.
The brand refresh includes a redesigned logo featuring a more defined image of Abraham Lincoln looking towards a vibrant orange horizon, symbolizing a forward-thinking, customer-centric approach. Additionally, a new tagline, “Your tomorrow. Our priority.” underscores the company’s dedication to placing customers first and addressing their future needs with care.
“Our refreshed brand is a clear reflection of our purpose – providing financial protection and security to our customers and their families – and an expression of our core organizational values,” remarked Ellen Cooper, Chairman, President and CEO of Lincoln Financial. “We’re incredibly proud of our deep history, and we are looking toward the future with a steadfast focus on stewardship.”
These changes will gradually appear across Lincoln Financial’s marketing materials, websites, social media, and signage, including Lincoln Financial Field, over the next few years, with no alterations to its existing strategies or product offerings.
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