Business Services Industry
Rooftop logos to go up at Aetna in Hartford, Conn.
Knight Ridder/Tribune Business News, December, 2004
The Hartford Courant, Conn. Knight Ridder/Tribune Business News
Dec. 17--Joining other companies whose signs adorn Hartford's skyline, Aetna Inc. said Thursday that it plans to erect giant versions of its own logo atop the company's Farmington Avenue headquarters for the first time.
The four rooftop signs -- with Aetna's logo in red -- are expected to be visible to traffic in either direction on nearby I-84 next week.
The signs were chief executive Dr. John W. Rowe's idea, according to company spokesman Fred Laberge.
"It's kind of, 'The pride is back,'" Laberge said.
Aetna is proud of its financial turnaround after several grim years.
Aetna's headquarters has only lawn signs to mark its identity. The roof...
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