Logo
Prudential's logo, The Rock of Gibraltar, is one of the most recognized corporate symbols in the world. The use of the rock began after an advertising agent passed Laurel Hill, a volcanic neck, in Secaucus, New Jersey on a train in the 1890s. The related slogans "Own a Piece of the Rock" and "Strength of Gibraltar" are also still quite widely associated with Prudential, though current advertising uses neither of these. In 1985, the Rock of Gilbraltar image was changed to a lined 2D plainer version for the logo, but by 1989, the original illustration of the Rock of Gilbraltar returned. The type was designed by Doyald Young and based on the Century Schoolbook typeface.
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