When I stumbled upon the logo for Aetna Health Insurance I realized that it was very inviting. The typeface develops a good sense of professionalism that allows it to show its business side. The graphic is not gender specific and the audience can make their own judgment about whether it is male or female, but that is truly unclear. The color scheme is not overly bright and combines shades of blue and yellow to develop the final product. The colors can be seen as a triadic harmony as they are nearly three spots away from each other on the color wheel. The visual presents itself with open arms which enables the company to produce a reputation of being available to everyone. The figure is clearly healthy and is willing to spread the health with open arms as well. The figure is a good representation for an insurance company because it is inviting and creates an atmosphere that the client wants to associate with a doctor's office or hospital. Aetna seems to represent the idea that you will be safe if you have Aetna Health Insurance.
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