Blue Chair Facts

Wondering why two blue chairs are sitting on the Plantation Course? Here’s the connection to our brand.

Two shades of vibrant blue upholstery mirror the colors in the Sentry^® logo:

Each chair matches the color of one of two blue single-quote marks that combine to make the icon after the Sentry name
The chairs, like the quotes, represent two sides of a conversation

The Sentry Insurance brand is built on the power of conversation:

We’ve engaged our customers this way for more than 115 years
We get to know our customers
We’re a mutual company, so we can invest in long-term, mutually beneficial relationships instead of short-term, bottom-line results

Where you’ll see the chairs:

First appeared in late 2016, after our rebranding in August 2016
They appear in business-oriented media, like trade magazine and online ads
They’re part of our marketing campaign, “Right By You”
The chairs show up in unusual places (in the middle of an auto dealer’s lot, a factory floor, etc.)
They always face each other, like two people in a conversation

They represent an invitation from us to you:

“Sit down. Let’s talk. How can we help you protect your business, your employees, and your future?”
We seek a conversation in balance, not a one-sided sales pitch

What Sentry can offer in that conversation:

The chairs also appear:

We launched a new logo and other brand elements in August 2016, the first company rebrand since the 1960s, soon followed by the "Right By You" campaign
The logo represents what our customers say about us—we’re easy to talk to, we get to know them, and we work together to find the right solutions for them
Through visibly emphasizing the power of conversation, our logo (along with other brand elements) portrays Sentry as a smart, approachable, pragmatic, and trustworthy company
Sentry brand applies to our business insurance and related products, including our 401(k) and other retirement programs