Security Mutual filing signals potential brand refresh

Security Mutual Life  has filed a trademark application for a new logo, suggesting a potential refresh of its visual identity.

Submitted October 5, the application describes three curved, tapered crescent shapes of graduated size, nested and partially overlapping to form an arch open at the bottom. The design contains no wording, and no color is claimed.

The application covers life, health, accident, disability, and supplemental insurance services, as well as annuity underwriting, issuance, and administration.

The filing remains awaiting examiner assignment. It does not specify a rollout date or confirm a broader rebrand.