The new Aetna logo, the company’s first since 2001, contains no graphic besides the letters. Its main color will be purple, but other colors, including teal and pink, are part of the pallette.

Aetna, the venerable health insurance giant ... it hopes will make it feel young again. The new corporate logo is in a modern, no-caps font and --unusually for an insurance company -- is purple.

Aetna says it wants to evolve from an insurance carrier to a health solutions company. And one way they are doing thatand refreshing their brand promiseis with an updated look and logo. Aetna says ...

Aetna on Wednesday announced that it is rebranding itself with a new logo and a heightened consumer focus in another clear demonstration that health reform is changing the insurance market.