At Principal, our mission is to expand access to financial security for more people and businesses around the world. In the nearly 150 years since it was created, the Principal trademark has evolved several times. See versions of the trademark since 1882.

All uses of the logo, logomark, and logotype must be approved by our brand management team, and not all requests receive approval. In addition, there are color, height, size, placement, and other requirements for logo use.

Any third party who wishes to use a Principal logo must have a logo license agreement on file. If you do not have a link/logo license agreement on file, fill out the form at the bottom of this page. Expect turnaround times of at least 24 hours. If you do not have an agreement, more time may be needed to establish the proper permissions. Please provide the size and format required before making your request.

For additional questions on brand logo and trademark requirements, contact the Principal brand asset management team DLCRPRELBRAND@exchange.principal.com.

Sites requesting links to Principal.com through use of a clickable Principal Financial Group (or subsidiary) logo must have a signed link/logo license agreement. Requirements include:

• The website linking to Principal.com must use a ^® in conjunction with our company service marks.
• The link must be to “https://www.principal.com/”. The link may use either the link logo, the words “www.principal.com,” or the words “The Principal Financial Group^®.”
• The marks may only be used as part of your Internet website and only in conjunction with an Internet link to “https://www.principal.com/.”
• Your website may not contain any content that (a) violates any law, statute, ordinance or regulation, (b) is defamatory, libelous, threatening or unlawfully harassing, or (c) is obscene, pornographic or indecent.
• With the exception of the link, no text, data, or other information about any of the companies of the Principal Financial Group® or their respective products or services may be posted on your website without the prior, written authorization of the Principal Financial Group^®. Any references to any companies of the Principal Financial Group^® or their respective products or services on the linking webpages must be accurate. The marks may not be used to disparage any of the companies of the Principal Financial Group^® or their respective products or services, or in connection with any products or services.
• The link logo is a link to the Principal Financial Group^® website, not an endorsement of the linking website. You may not remove or alter any element of the link logo. The size, proportions, or colors of the link logo may not be altered, and the logo cannot be animated, morphed, or otherwise distorted. Our link logo must stand by itself and must include a minimum of 30 pixels of empty space around it to avoid associations with any other objects, including type, photography, borders, and edges.
• Our marks cannot be made more prominent than the linking website's own names and trademarks.
• The following notice must be found on any webpage that includes any of the Principal Financial Group marks^®: “Principal Financial Group®”, The Principal^®, and The Principal Financial Group^® logo are registered service marks of Principal Financial Services, Inc. Used by permission.

Establishing links on the Principal site to other websites is determined on a case-by-case basis. Please fill out the link/logo license agreement below, indicating your purpose for the proposed link in the comment box.

We aim to provide customers with the highest quality online services. To consistently meet that goal, the Principal Financial Group monitors marketers’ websites to ensure that they comply with our guidelines. Sites that fail to comply may face disciplinary action.

Group, pension, and health brokers: The general guidelines for linking to “https://www.principal.com” listed above also apply to group, pension, and health brokers' sites.

Please note California law requires you to include our NAIC number on all materials, including websites, that reference our name and/or logo. Please use the following wording: California Certificate of Authority 6750.

To enhance the Principal relationship with you, the option is now available to link to the individual product forms site from your website. The site allows you access to the most recent new business and service forms for individual life, disability and annuities products. No login is required.

To link to the Principal individual product forms site from your website, complete the following steps:

1. Fill out the link/logo license agreement (below). Indicate your relationship with the Principal Financial Group on the form as "Individual BGAs." Please include your agency number in the box at the bottom of the page.
2. If approved, you will be sent an agreement via your preferred method of contact indicated on the form.
3. Sign and return the agreement.

The information you need to make this link available from your own website will be sent to you after receipt of the signed agreement.

Reminder: Turnaround for requests is at least 24 hours, and may be longer if you do not have a logo license in place. Confirm required logo size before completing your request.