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“Dots by the Handful”

New Logo for MassMutual by The Working Assembly

(Est. 1851) “MassMutual is a leading mutual life insurance company that that is run for the benefit of its members and participating policyowners. MassMutual offers a wide range of financial products and services, including life insurance, disability income insurance, long term care insurance, annuities, retirement plans and other employee benefits.”

Design by
The Working Assembly (New York, NY)

Related links
MassMutual press release

Relevant quote
The company’s visual identity has also been updated to focus on its policyowners and customers. The blue chip has been replaced by a newly designed logo, featuring a bold, dynamic blue color and symbolic dots that represent the community of people that MassMutual is helping to connect.

Images (opinion after)

New Logo for MassMutual by The Working Assembly
New Logo for MassMutual by The Working Assembly
Social media icon.
TV spot by Johannes Leonardo

The old logo was the epitome of faceless, personality-lacking corporate logos with its bad typography and meaningless abstract icon. The new logo is not the greatest but at least it doesn’t look like a form 10-k annual report anymore. It has the nouveau corporate friendliness thing going with a roundy, soft-cornered sans serif that is mostly fine but there is something odd about its proportions… maybe the “M”s are too big? The new icon, five dots arranged into an abstract “M”, is fairly decent and has a nice backstory — community! — behind it to make the board room and customers feel at ease. It animates quite nicely in the ad. Overall, a major upgrade by contrast but mostly mild in the grand scheme of things.