Seguros Bolívar (Insurances Bolivar) is a Colombian insurance company founded in 1939. Eventually the company started to offer financial services, such as leasing and banking including the creation of Davivienda. The original insurance company was named after the political leader and founding father of the Republic of Colombia, Simón Bolívar (1783 – 1830).
1939–1959[]
The Original Logo of Seguros Bolivar was inspired in the statue of Bolivar that is located in the main square of Bogotá, named appropriately as Plaza de Bolívar (Bolivar Square). The slogan of the company was "Integrity, Security, Equity"
1959–1963[]
1963–1974[]
Seguros Bolivar commissioned a massive sculpture of Simon Bolivar for the lobby of their new building. The 9.2 ft (2.8 m) sculpture named "Bolívar, Fuego, Bandera y Alas" (Bolivar, Fire, Flag and Wings) was created by Colombian artist Rodrigo Arenas Betancourt (1919 – 1995) in the year 1957[1]. Some years later Seguros Bolívar adopted the sculpture as their main logo for almost 30 years.
1974-1988[]
In 1974 it was released a new visual identity for the several subsidiaries of the Grupo Bolivar. This time it was a more stylized version of the sculpture and this logo was the most persistent with little changes.
1988-1998[]
1998-present[]
As the Grupo Bolivar started to do activities outside of Colombia, a new logo was created. This time by ditching the references to Simon Bolivar in favor of a more universal image, in this case a logo symbolizing a family, the most valued asset of their customers.