Sentry unveils new brand identity

Sentry’s logo, color scheme, and communication strategy part of new brand identity

Sentry's new logo Stevens Point, WI – Sentry, one of the nation’s largest and most financially secure mutual insurance companies, unveiled a new brand identity. The new brand includes a logo, color scheme and communication strategy to accurately reflect the company to customers. The new logo honors Sentry’s history of partnership and collaboration. The dual-piece symbol – reminiscent of the timeless yin and yang – represents the two sides of every conversation.

“At the core of the relationships we have with our business customers is two-way dialogue,” said Pete McPartland, Sentry chairman of the board, president and CEO. “Our new brand represents the things our customers said they like about us, how we’re easy to talk to, and how we treat every customer as unique.”

Sentry provides business insurance, benefit plans, and other products to companies large and small, throughout the United States. The company was founded in 1904 providing insurance to members of the Wisconsin Retail Hardware Association. Since then, the company has grown far beyond Wisconsin and the hardware industry while retaining the core values of a mutual company. The mutual company values are reflected in the new brand, McPartland said.

“Our new brand identity is much more than just a new logo,” said Stephanie Smith, Sentry assistant vice-president for Marketing and Brand Management. “From the logo, to the colors we use, the images, and the way we communicate with our customers, the rebrand reinforces the strength of expert conversation we have with our customers – knowing them and their needs – to provide business solutions that make sense.”

Today, Sentry serves more than one million policyholders.

“We work hard to understand our customers’ businesses – and their industries inside and out, and we work hard to get to know each individual policyholder well,” McPartland said.

The launch of the new logo and brand identity was developed in collaboration with FutureBrand, a global brand experience company. The identity was developed through quantitative and qualitative research focused on current customers, prospects, Sentry associates and retirees, and the general public.

For more information, please contact Randy Winter, Manager - Corporate Communications, at 715-346-7104 or

About Sentry Insurance
Formed in 1904, Sentry Insurance a Mutual Company is one of the largest and strongest mutual insurance companies in the U.S., holding an A+ (Superior) rating from A.M. Best. Headquartered in Stevens Point, Wis., Sentry employs more than 4,000 associates across the nation. The company and its subsidiaries sell property and casualty insurance, life insurance, annuities and retirement programs for businesses and individuals throughout the country. See for a complete list of underwriting companies.

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