Where's the Fire? State Farm Gets Less Wordy in Logo Refresh

State Farm is taking on a new look for the new year. The insurance giant is stripping the words "auto, fire, life" out of its familiar red three-oval logo in a move to simplify the design while also emphasizing that the marketer offers a lot more services these days, such as State Farm Bank. The new logo, by brand design firm Chermayeff & Geismar, is the first refresh in nearly 60 years.