New Look, Same Promise: Lincoln Financial Refreshes Brand, Keeping Its Iconic Namesake at the Forefront

New logo and tagline introduced, building upon the company’s storied heritage of nearly 120 years, while marking its next chapter

RADNOR, Pa.--(BUSINESS WIRE)-- Lincoln Financial (NYSE: LNC) today shared that it is refreshing its brand with the objectives of sharpening the visual representation of the company’s purpose and honoring its storied heritage, while marking its next chapter. The enhanced brand visuals and messaging bring together Lincoln Financial’s deep connection to the values of its namesake, Abraham Lincoln – honesty, trust and integrity – while emphasizing its ongoing commitment to its customers’ financial futures.

“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,” said Ellen Cooper, Chairman, President and CEO, Lincoln Financial. “We’re incredibly proud of our deep history, and we are looking toward the future with a steadfast focus on stewardship – this is our long-term commitment to deliver on the financial promises to the customers we serve today and tomorrow with care, offering solutions to address individual needs with a clear impact on what matters most.”

As part of the company’s brand refresh, customers will begin to see:

• A new logo: a more well-defined image of the company’s iconic namesake, Abraham Lincoln, turned to a three-quarter view that gazes into a vibrant orange horizon. The new look conveys the company’s forward-thinking, customer-centric approach.
• A new tagline: Your tomorrow. Our priority. This bold statement represents the company’s ongoing commitment to people first and focus on treating every customer’s future with care.

The full roll-out of these changes across all marketing materials, websites, social media platforms and signage (including at Lincoln Financial Field) will take place over the next few years. There are no changes to Lincoln’s overarching strategy or product offerings associated with this brand refresh.

To learn more about today’s announcement, visit www.LincolnFinancial.com.

About Lincoln Financial

Lincoln Financial helps people to plan, protect and retire with confidence. As of December 31, 2023, approximately 17 million customers trust our guidance and solutions across four core businesses — annuities, life insurance, group protection, and retirement plan services. As of June 30, 2024, the company had $311 billion in end-of-period account balances, net of reinsurance. Headquartered in Radnor, Pa., Lincoln Financial is the marketing name for Lincoln National Corporation (NYSE: LNC) and its affiliates.

LCN-6996853-090924

Lincoln Financial is the marketing name for Lincoln National Corporation and its affiliates. Affiliates are separately responsible for their own financial and contractual obligations.

© 2024 Lincoln National Corporation
LincolnFinancial.com

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Sarah Boxler

215-495-8439

Media Relations

Sarah.Boxler@LFG.com



Tina Madon

445-280-0488

Investor Relations

Tina.Madon@LFG.com

Source: Lincoln Financial

FAQ

What changes has Lincoln Financial (LNC) made to its brand?

Lincoln Financial has introduced a new logo featuring Abraham Lincoln gazing into an orange horizon and a new tagline: 'Your tomorrow. Our priority.' These changes are part of a brand refresh aimed at emphasizing the company's commitment to customers' financial futures while honoring its heritage.

Will Lincoln Financial's (LNC) brand refresh affect its product offerings?

No, Lincoln Financial has stated that there are no changes to its overarching strategy or product offerings associated with this brand refresh. The changes are primarily visual and messaging-related.

When will Lincoln Financial (LNC) fully implement its new branding?

The full roll-out of the brand changes across all marketing materials, websites, social media platforms, and signage (including at Lincoln Financial Field) will take place over the next few years.

What is the significance of Lincoln Financial's (LNC) new logo?

The new logo features a more well-defined image of Abraham Lincoln turned to a three-quarter view, gazing into a vibrant orange horizon. This design is intended to convey the company's forward-thinking, customer-centric approach while maintaining its connection to its namesake.