Our Logo Story

Our Logo Story

The Mutual of Omaha logo has evolved, but we continue to be the strong brand we’ve been for more than a century.

For more than 100 years, Mutual of Omaha’s legacy has been a commitment to helping people protect what’s important to them. Another important part of our heritage has been interconnected with the natural world through the groundbreaking program Wild Kingdom. Just as Wild Kingdom forever changed the future of nature programming, we continue to look for ways to evolve and create positive change.

lion profile with large mane

Protection and strength

These are reflections of what we've always been as a company. They're also characteristics of an animal that fiercely protects its kingdom — the lion.

We chose the symbol of the lion to more consistently reflect our mission, values and loyalty to our customers, associates and community, as well as to better connect with our Wild Kingdom heritage. Not only does the lion symbol link us to the memorable history of Wild Kingdom, but it will also take us into an exciting new chapter in Wild Kingdom's future.

A symbol to take us into the next 100 years—and beyond