OAetna's findings now live in a refocused brand promise: “With Aetna, the power of health is in your hands.” Siegel+Gale brought this strategy front and center with a vibrant new logo and identity, one that is both contemporary and optimistic, that signals innovation, game-changing technologies and collaborative relationships with all audiences. The new logo also celebrates the tradition of the Aetna name, returning to the original ligature of the brand, linking the “a” and the “e,” further underscoring the link between the brand and its customers.