Combined Insurance celebrates centennial with brand refresh

Combined Insurance Company of America, a subsidiary of Chubb that provides supplemental insurance to employees at the worksite and directly to individuals, is celebrating its 100th anniversary with the launch of a new corporate identity. The brand refresh comes as the city of Chicago celebrates the company’s anniversary with a proclamation of Nov. 13 as Combined Insurance Day.

The new Combined logo is simplified, bolder and brighter, with the addition of an infinity symbol to signify strength, continuity and limitless potential, the company said. The name of Combined’s parent company, Chubb, is clearer.

“As we begin our second century in business, Combined’s brand identity refresh represents our past, present and future,” said Chad Wells, senior vice president of marketing and communication at Combined. “Our new brand expression reflects Combined’s longevity while making a statement about our new century ahead. We’re excited and inspired to serve our customers, clients, and broker partners with innovative solutions to meet a changing market.”

Combined Insurance was founded in Chicago on Nov. 13, 1922, by W. Clement Stone, a 20-year-old who invested $100 in savings in the new venture. Starting the company in a small office on LaSalle Street, Stone would eventually become nationally known for his business acumen, philanthropy, and authorship of books about the power of positive thinking.

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In honor of the company’s 100th anniversary, Chicago Mayor Lori Lightfoot has declared Nov. 13 Combined Insurance Day in Chicago, “in celebration of 100 years of providing quality supplemental insurance and excellent customer service.”

“This celebratory proclamation in Comined’s hometown is of special meaning to us, both as a company born of Chicago and as a proud corporate citizen of the city,” said Rich Williams, president of Combined Insurance. “As we approach our milestone anniversary, we’re honoring our enduring values and core mission to help individuals and families during times of need, while also looking to the future. We’re committed to providing innovative insurance solutions of value and to keeping the customer at the center of all we do.”