The Association of British Insurers (ABI) has unveiled a striking new brand identity to mark its 40th anniversary, alongside a 10-year vision aimed at strengthening its position in the UK’s insurance and retirement savings sectors.
The refreshed visual identity, which came into effect on February 27, features a deep purple colour scheme, a streamlined logo reading “The ABI” (“the” in italics) and a new strapline: “Together Driving Change”.
The ABI stated that the update was designed to modernise its brand marketing and improve the organisation’s accessibility. The new strapline “reflects [the ABI’s] purpose and role as the definitive voice of the UK’s world-leading insurance and long-term savings industry”, the organisation added.
While the rebrand has officially launched, some existing reports and publications may still feature the previous branding as materials are gradually updated.
The rebrand coincides with a new 10-year vision for the ABI, aiming to further the organisation’s purpose of supporting insurance and pension customers. The report, developed in collaboration with WPI Economics, was also released today.
The report, titled the ABI’s “Vision for Prosperous and Secure Households, Communities and Businesses”, identifies five key areas where the insurance and retirement savings industries can drive positive change: tackling changing risks such as climate change and AI, building household financial resilience, supporting business and growth, future-proofing the UK’s workforce, and leveraging technology and data for the benefit of both customers and industry.
Joe Ahern, policy director at WPE economics, said each of these areas was marked by uncertainty – something the insurance and retirement savings industries are particularly well-placed to manage.
“The task now is to apply this strength to get ahead in a decade that will change the fabric of the sector and the world in which it operates,” he said.
Meanwhile Hannah Gurga, the ABI’s director general, added that the organisation’s 40-year anniversary was a moment to reflect on its past and consider its future.
“This report … starts an important debate for the decade ahead on where we can collectively place our greatest focus and together drive change,” she said.