Our Logo Story

The Mutual of Omaha logo has evolved, but we continue to be the strong brand we’ve been for more than a century.

For more than 100 years, Mutual of Omaha’s legacy has been a commitment to helping people protect what’s important to them. Another important part of our heritage has been interconnected with the natural world through the groundbreaking program Wild Kingdom. Just as Wild Kingdom forever changed the future of nature programming, we continue to look for ways to evolve and create positive change.

Protection and strength

These are reflections of what we've always been as a company. They're also characteristics of an animal that fiercely protects its kingdom — the lion.

We chose the symbol of the lion to more consistently reflect our mission, values and loyalty to our customers, associates and community, as well as to better connect with our Wild Kingdom heritage. Not only does the lion symbol link us to the memorable history of Wild Kingdom, but it will also take us into an exciting new chapter in Wild Kingdom's future.

A symbol to take us into the next 100 years—and beyond

Video Transcript

For more than 100 years, Mutual of Omaha's legacy has been one of commitment to our customers, associates and community.

The natural world has also been an important part of our identity, thanks to the groundbreaking program, Wild Kingdom.

Just as Wild Kingdom forever changed the future of nature programming, we continue to be a company built on the principles of positive change.

So when we had the opportunity to create a new corporate identity, we knew we wanted a symbol of our commitment to helping people protect what they care about and achieve their financial goals ... something that represented our mission and values.

We started by reflecting on what our customers are looking for from their insurance company.

Protection and strength.

These words reflect what we've always been. They're also characteristics of an animal that fiercely protects its kingdom - the lion.

This evolved symbol is contemporary and new.

But also ... familiar. Just as we are.

It represents the strong company we've always been, and it symbolizes our ongoing commitment to helping people protect what's important to them.

We're excited for this logo to take us into the next 100 years and beyond.