Lincoln Financial provides life insurance, annuities, retirement plan services and investment management. It is the only company legally permitted to use President Abraham Lincoln’s name and likeness. The evolution to a more powerful, confident brand began with a modern interpretation of the logo, presented at eye-level with the viewer and oriented towards a vibrant future. The surrounding visual system builds on the idea of looking to the future through a combination of verbal and visual elements that center the brand on the people Lincoln serves every day.