MetLife decided earlier this year to part with most of its U.S. life-insurance business. Now it is cutting ties with Snoopy.

The 148-year-old company first used the “Peanuts” cartoon character in advertising 31 years ago as it tried to connect with U.S. consumers. Snoopy, created by cartoonist Charles Schulz, now appears on everything from MetLife blimps to the company’s marketing and sales materials.

But that need to reach consumers will shrink when MetLife spins off the bulk of its U.S. life-insurance business in the first half of 2017. Afterward, MetLife will sell mostly to corporate clients in the U.S., including life, dental and other insurance to employers for their workers, as well as annuities to pension plans. It also has a large international life-insurance business.

“We knew with all the transformation going on, we needed to rethink how we went to market and how we presented our brand,” MetLife Chief Executive Steven Kandarian said in an interview.

The company’s new logo will feature the MetLife name in a slightly different typeface and in black not blue, accompanied by a new blue and green “M” symbol. Its new tagline: “MetLife: Navigating life together,” will replace “MetLife. I can do this.”