State Farm is changing its logo for the first time since 1953.
The Bloomington-based insurance company said Thursday the the new streamlined logo will be phased in starting Jan. 1. State Farm marketing vice president Pam El tells The Pantagraph that the company didn't "change it lightly" and believes the new logo is more contemporary and user friendly. The company has dropped written references to auto, life and fire. The logo now features three interlocking ovals. It remains the same red color.
The company says the current logo can be difficult to clearly reproduce digitally or on mobile apps. State Farm worked with a New York graphic design firm to create the new logo.