William Henry, / (703) 778-7310

Independent Insurance Broker Updates Logo, Website

WOODBRIDGE, VA (November 12, 2012) – The CIMA Companies, Inc., a leading independently owned insurance broker with a number of specialty products and services, has refreshed its brand identity in an effort that includes a new logo and updated website.

The brand’s updated logo evokes the meaning of the company’s name: In Spanish, “cima” denotes “summit” or “peak.”

“The new logo embodies the literal meaning of the word ‘cima,’” said Peter van Aartrijk, CEO of Aartrijk, the insurance branding firm that developed the new identity.

The refreshed identity retains the mountain peak concept from CIMA’s prior identity, but expands it to a double-summit icon. “That illustrates the bond that brokers share with the network of business partners, clients and communities they serve and support,” van Aartrijk said. “The mountain image also reflects CIMA’s recognition that clients are striving ever higher toward their own goals and aspirations.”

The brand refresh was prompted by the company’s initiative to improve the online presence of the CIMA Volunteers Insurance program. And it aims to amplify the name recognition that CIMA long has enjoyed with a nationwide client base in its diverse lines of business.

The update provides CIMA the ability to use the logo across all platforms—web, print, business applications, email, direct mail, collateral and signage. Images of several famous mountain peaks are included in the new website at

CIMA, founded in 1949, for decades used a logo with a triangular brand mark comprising the name “CIMA” along with an upward-pointing peak in black.

About CIMA: Established in 1949, CIMA ( is a property/casualty and employee benefits broker with customers throughout the United States. It serves businesses, individuals and families, and nonprofit organizations. Through a wholesale subsidiary, XS/Group Inc. (, CIMA serves agents and brokers with placement of risks with admitted and excess/surplus lines markets.


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