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CNO Financial Group Refreshes Corporate Brand Identity, Launches New Corporate Website
April 2022

CNO Financial Group recently introduced its refreshed corporate brand identity, reflecting a modernized look and feel that reflects the company’s customer-centric promise. The new branded elements are showcased in CNO’s new corporate website,

“Our purpose is to secure the future of middle-income America, and our brand represents that purpose with our associates, agents, customers and communities,” said Rocco Tarasi, chief marketing officer. “CNO is still the same company. We are not redefining who we are. But rather, we’re reimagining our visual identity as the natural next step in bringing to life our mission, purpose and values.”

In 2019, the company enhanced its logo. Late in 2020, CNO updated its purpose and refined its mission statement to reflect and re-establish its customer-centric promise. Updating its brand messaging and creative identity is the natural next step in CNO’s brand evolution.

Key highlights of CNO’s brand refresh include:

New website: The new offers a modern and personable design that is both intuitive and responsive. It is built with customers, investors, future associates, and news media in mind – giving them the information they need quickly and easily.

Refreshed graphic elements: Taking cues from the strength and stability of the CNO square icon, its unique graphic elements help bring the CNO story to life. Using its watermark logo, corner cuts, angles and patterns, it leverages the components of the CNO icon to reinforce its visual identity across all communications.

Representative imagery: We’ve selected updated images that reflect the customers we serve, our associates and agents.

You can see the roll-out of the new brand across CNO’s website. For more information and a first glance at CNO’s new look, visit the website at or check out this video.

  • Watch our video to learn more about the brand refresh.
    Watch our video to learn more about the brand refresh.