Empower Logo

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