MetLifeCopied

MetLife brought in Snoopy and the Peanuts characters in the 1980s, when, as chief marketing officer Esther Lee put it, "insurance companies were seen as cold and distant." The logo itself was a plain blue wordmark; Snoopy did the rest, down to the company's blimps.

On 20 October 2016 MetLife launched a global brand platform with the tagline "Navigating life together," calling it "the most significant change to the MetLife brand in over 30 years." The new brandmark "brings contemporary blue and green colors together in a symbol of partnership to form an M for MetLife." The blue was brightened and green added to represent "life, renewal and energy."

Campaign reported that the identity was created by Prophet, which had earlier helped redefine MetLife's brand strategy. Prophet's Craig Stout said the agency kept the blue as a nod to history, admitting "there's a sea of blue out there," and picked green as "a color that isn't used primarily in the insurance space."

The new look went live on the website the same day, with print ads from 21 October and TV in December. Phasing out the Peanuts characters entirely was expected to take three or four years.