The Principal Financial Group Logo
View and download Principal vector logo in SVG file format.
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The Principal Financial Group is a global financial investment management and insurance company headquartered in Des Moines, Iowa
Enter Lippincott, who, through leadership workshops, gained clarity on the vision and business objectives. Principal then conducted a global study of 1,200 employees to mine for perceived strengths and desired shifts in the brand evolution. Whether by geography, business unit or tenure, employees were calling for a strong signal about and recognition of the company’s next era — one that was already global, bolder, more collaborative, and more humanly and intellectually inclusive than ever before.
From the outset, the objective of the new Principal logo was to express what the company has always stood for — helping people make financial progress so they can live their best lives. In a radical departure from the sharp geometry of the company’s long-standing blue wedge, the new logo’s form is rounded, taking its inspiration from the most iconic of interactive human gestures: an embrace. The symbol’s movement evokes a clear path towards progress and the simpler, softer human form also tells the customer that working with Principal is a simple, uncomplicated experience.