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Empower is a leading retirement services provider in the United States, offering financial planning, investment solutions, and retirement account management for individuals, employers, and institutions. The company was founded in 1891 under the original name Great-West Life & Annuity Insurance Company. The Empower Retirement brand was officially launched in 2014, consolidating several retirement businesses under one unified identity.
Today, Empower manages retirement accounts for over 17 million Americans, with assets totaling over $1.3 trillion, making it one of the largest retirement services providers in the U.S. The company is headquartered in Greenwood Village, Colorado.
The Empower brand identity was created to reflect strength, forward momentum, and optimism. The current logo, which was rolled out as part of the rebranding initiative in 2014 and refined over time, captures these values with a modern, professional visual language.
Earlier versions of the brand leaned more toward traditional financial symbolism. The updated identity was designed to speak to a new generation of savers and investors—digital-savvy, future-focused, and empowerment-driven.
The most striking element of the Empower logo is the wave-like red icon positioned to the left of the brand name. This symbol consists of four dynamic, horizontal red lines that taper and curve upward, resembling:
A flag or banner in motion, evoking themes of movement, freedom, and progress.
A pathway or upward wave, symbolizing financial growth and a journey toward empowerment.
An abstract American flag, subtly reinforcing its U.S.-based identity and values of independence, opportunity, and service.
The flowing, organic nature of the icon contrasts with the strong, grounded wordmark, creating a balance between energy and stability.
The logotype uses a bold, all-caps sans-serif font, reflecting strength, professionalism, and trust. The font is modern and slightly condensed, ensuring readability and visual impact in both digital and print formats.
The blue text exudes reliability and confidence—critical qualities for a financial services company dealing with retirement and long-term wealth planning.
Empower’s logo employs a patriotic red and blue color scheme:
Red in the wave icon suggests energy, action, and forward motion.
Blue in the wordmark signifies trust, stability, and dependability—core traits for financial institutions.
This combination not only reinforces Empower’s brand values but also positions the company firmly within the American financial landscape.
The Empower logo is a combination mark, utilizing both a symbolic icon and a typographic element. This allows for flexible branding, as the icon can be used independently in digital applications like mobile apps or favicons while maintaining brand recognition.
The Empower logo can be found and downloaded for free in vector formats such as SVG, AI, PDF, and transparent PNG from logowik.com. These formats are suitable for professional and scalable use across various design and branding needs.
The Empower logo is a well-executed blend of symbolism and modern design, effectively conveying a brand that stands for financial strength, progress, and empowerment. Its clean lines, bold typography, and patriotic color scheme create an immediate sense of trust and inspiration—vital for a company helping millions plan their financial futures.
From a design perspective, the logo strikes the right balance between corporate authority and human-centric optimism, making it memorable, versatile, and impactful across all platforms. Empower’s visual identity truly lives up to its name—empowering people to take control of their financial journey with confidence.
