Aetna says it's bringing the logo back as a unique symbol of the company's brand and heritage. But the company says their biggest change is a new focus on consumer-driven health care.

Aetna is uniquely positioned to deliver on this goal." Last September, Bloomfield health insurer Cigna Corp. unveiled its new logo and marketing focused on individuals.

Aetna on Wednesday announced that it is rebranding itself with a new logo and a heightened consumer focus in another clear demonstration that health reform is changing the insurance market.

Aetna has a new logo that it hopes will help redefine the insurer broadly as a health services, or “health solutions,” company. Aetna has bought a number of health technology companies in the ...

Aetna, the venerable health insurance giant based on a Victorian campus in Hartford, Conn., has given itself a makeover it hopes will make it feel young again. The new corporate logo is in a ...