Globe Life Brand Guidelines: 1900 Alabama Roots, Torchmark & a Ballpark Name

A fraternal society in turn-of-the-century Alabama.

Globe Life is the newest name on a group whose history runs back to 1900. The company says its roots began in 1900, with the business that became Liberty National Life Insurance Company. Its own timeline says Liberty National was incorporated in Huntsville, Alabama, on 31 August 1900; English Wikipedia instead dates the predecessor to 27 August 1900 and describes it as the Heralds of Liberty, a fraternal benefit society, with the business based in Birmingham. Both agree on Alabama and on 1900.

The fraternal society became a commercial insurer in stages. Wikipedia says it was renamed Liberty Life Assurance Company in June 1921 and, in 1929, incorporated as a stock company under the name Liberty National Life Insurance Company. Wikipedia says the company was headquartered in Birmingham until 2006, when it moved to McKinney, Texas, north of Dallas.

The other companies that make up today’s group began later and elsewhere. The company says United American was founded in 1947, the Oklahoma City insurer behind the Globe Life name in 1951, and American Income Life in the same year; Wikipedia says American Income was founded in Indianapolis and has had its executive offices in Waco, Texas, since 1959, and that from 1961 it built a business selling supplemental life cover to members of labour unions. That insurer is based in Oklahoma City, Wikipedia says.

Torchmark: a holding company and its brands.

The group took shape around a holding company. The company’s timeline says Liberty National Holding was formed in 1979, acquired the Oklahoma City insurer in 1980 and United American in 1981, and was renamed Torchmark Corporation in 1983; Wikipedia gives 1980 as the year Torchmark was formed, so the sources differ by a few years. Under that name the group bought American Income Life in 1994, spun off its mutual fund business Waddell & Reed in 1998, sold United Investors Life to Protective Life in 2010 and acquired Family Heritage Life Insurance Company of America, founded in Cleveland, Ohio, in 2012.

For years the parent and its insurers carried different names. Torchmark ran several companies with their own sales models, from Liberty National’s home and workplace sales to American Income’s agents; the group sells through multiple channels, including direct to consumer and exclusive and independent agencies, the company says. The company describes its range today as life cover, including term, whole life and children’s policies, and supplemental health cover, sold online, by mail and through agents.

Sport sponsorship carried the Globe Life name. On 5 February 2014, ESPN reported, Globe Life reached a ten-year naming-rights agreement with the Texas Rangers, and Rangers Ballpark in Arlington became Globe Life Park in Arlington. In August 2017, Ballpark Digest reported, the deal was extended to the Rangers’ new retractable-roof stadium, Globe Life Field, then planned to open in 2020, with the naming rights running through 2048. In July 2019 Globe Life also announced a multi-year deal as the official life insurance of the Dallas Cowboys.

How the category presents itself.

American life insurers and annuity firms sell promises that run for decades, and their identities tend to say so. Many lean on steady colours, most often blues, greens and navies, set against white, with wordmarks drawn to look calm rather than playful. Symbols carry much of the meaning: shields, lighthouses, arrows, letterforms built into monograms, and in Pacific Life’s case a humpback whale, which the company has used since 1997.

The photography follows a pattern too. Consumer pages show families, couples planning retirement and people at work, while a second set of pages speaks to the financial professionals, brokers and advisers who sell most of these products. Websites are usually divided by audience, into individuals, employers, institutions and financial professionals, with sections on life cover, annuities, retirement plans and workplace benefits.

Much of the visual language is regulatory as well as decorative. Product pages carry long disclosure notes naming the issuing company and the states where a contract is offered, and many companies give a page to financial-strength ratings from agencies such as S&P Global Ratings and Moody’s, each quoted as of a stated date. Annual reports, statutory filings and investor presentations sit alongside the consumer site, and for listed groups they are often where the corporate identity is most fully set out.

The companies in this guide come from different structures: mutuals owned by their policyholders, demutualised and listed groups, spin-offs from larger insurers and businesses owned by investment firms. This guide sets out what can be checked about each one, from its founding and ownership to the symbols and lines it uses today, and gives the company’s own statements as its claims.

One brand across the group.

In 2019 the parent took the name its customers already knew. The company announced that as of 8 August 2019 Torchmark Corporation had been renamed Globe Life Inc., and that its New York Stock Exchange ticker changed from TMK to GL on 9 August 2019. It described the change as part of a brand alignment strategy built around a single brand, to help name recognition with prospective customers and agent recruits. The subsidiaries kept their legal identities but would, the company said, eventually use the Globe Life brand; Liberty National and Family Heritage became the Globe Life Liberty National Division and the Globe Life Family Heritage Division. In August 2021 the group added Beazley Benefits, later renamed Globe Life Group Benefits, the company says.

The company’s mission line is “Make Tomorrow Better,” and its public material leans on scale: Globe Life says its companies issue more life insurance policies and have more policyholders than any other life insurer in the United States, with more than 17 million policies in force, citing S&P Global Market Intelligence data for 2024. In February 2025 it announced plans to move its corporate headquarters to a newer office building within McKinney.

In April 2024 a short seller published allegations of insurance fraud against the company, which Globe Life rejected, Wikipedia says. Two inquiries have since been closed: Globe Life announced on 24 July 2025 that staff of the Securities and Exchange Commission had concluded their investigation and did not intend to recommend an enforcement action, and on 28 July 2025 that the US Attorney’s Office for the Western District of Pennsylvania had closed its investigation into sales practices by certain independent agents selling American Income Life policies, meaning the Department of Justice would not take enforcement action.

For a design guide, Globe Life shows how a group with Alabama roots and several insurers can gather everything under its most familiar name, and how a stadium name can carry a financial brand. Compare Protective Brand Guidelines, for the insurer that bought United Investors Life from Torchmark in 2010, and MetLife Brand Guidelines. For this guide we use a field navy, liberty brick and torch ochre with a serif, an unofficial interpretation; no product or logo is reproduced.

Keep Globe Life’s identity on hand — save it to a board in the Made Good inspiration library.