Standard Life re-brands

MARKETING COMMS NEWS BITE: New logo alert everybody. Yes, the latest major company to pump big money into a rebrand is insurance firm Standard Life, who have swapped their capital letters and ribbon icon for some trendy lower case text and a little triangle thing.

Coupled with a new slogan, “the way forward”, the new image follows a complete review of the finance firm’s operations by CEO David Nish last year. And their Head Of Marketing, Communications & Brand, Jo Coomber, told Marketing Week the repositioning followed some consumer research which “helped us to define our positioning, to show people the way forward in planning their long term finances and to support them every step of the way, so they have clear sight of the road ahead and know they can rely on us”.

So that’s nice. Actually, as expensive rebrands go, I think the results this time aren’t so bad. Certainly I don’t expect any Gap-style Facebook-campaign-motivated u-turns here.

Posted Thursday February 10 2011 by Chris Cooke

Related categories: Branding