American International Group, Inc. (AIG), the international insurer that was bailed out by the U.S. government during the economic collapse in 2008, is refreshing its logo as part of a larger rebranding effort.
The new marque comes at a time when the government is selling its stakes in AIG, a move which will eventually recoup more than the $180 million in aid, debt and stock U.S. taxpayers took on starting in 2008. Most people, however, know the AIG logo from the time it adorned the shirt fronts of Manchester United, from 2006 through 2010.
The new design — perhaps not coincidentally — uses a fresher, brighter palette. It also has a sans serif font, which seems to be a trend among brands lately. More white space and a slightly longer profile lighten the weight of the logo conveying a message of openness.
Here are the old and new logos, from the design blog Brand New:
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