Homeland Security secured the Prudential Headquarters in August, 2004 Dryden, who was the president until 1922. Dryden was the president of Prudential until 1912. In the beginning, the company sold only one product, burial insurance. Started in Newark, New Jersey, in 1875, Prudential was originally called The Widows and Orphans Friendly Society, then the Prudential Friendly Society. The font, Prudential Roman, was designed by Doyald Young and John March, based on the Century font family. The logotype was updated with a proprietary font in 1996. Through the years, the symbol went through various versions, but in 1989, a simplified pictogram symbol of the Rock of Gibraltar was adopted and has been used ever since. The related slogans "Get a Piece of the Rock" and "Strength of Gibraltar" are also still quite widely associated with Prudential, though current advertising uses neither of these. The use of Prudential's symbol, the Rock of Gibraltar, began after an advertising agent passed Laurel Hill, a volcanic neck, in Secaucus, New Jersey, on a train in the 1890s. The company uses the Rock of Gibraltar as its logo. In 2019, Prudential was the largest insurance provider in the United States with $815.1 billion in total assets. is an American Fortune Global 500 and Fortune 500 company whose subsidiaries provide insurance, retirement planning, investment management, and other products and services to both retail and institutional customers throughout the United States and in over 40 other countries.
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