Sun Life has introduced a refreshed global brand identity, including a redesigned logo, a simplified name and a new tagline, as the financial services group looks to reflect its expanding international business.
The rebrand brings the company’s name together as Sunlife, alongside the tagline Making life brighter. The updated identity is designed to create a more consistent brand experience across its global markets and reflect its growing presence across insurance, wealth, health and asset management.
The new logo modernises the company’s existing sun globe design, with a simplified look intended to work across digital platforms and customer-facing channels.
The changes reflect Sunlife’s evolution beyond its traditional life insurance roots, as it expands its range of services and seeks to build stronger relationships with clients across its international business.
Kevin Strain, President and Chief Executive Officer of Sunlife, said the refreshed identity aligned the brand with the company’s purpose and ambitions for its next phase of growth.
He said bringing the business together under one global identity would support deeper client relationships, help the company serve more of their needs and create new opportunities for growth.
The new tagline, Making life brighter, is intended to communicate the company’s commitment to helping clients make financial decisions with greater clarity and confidence. It also reinforces its stated purpose of helping clients build lifetime financial security and lead healthier lives.
Linda Dougherty, Executive Vice-President and Chief Client and Strategy Officer at Sunlife, said the brand was defined by the experiences it created for clients, rather than its logo alone.
She said the new identity provided a consistent way to communicate the company’s commitment to clarity, confidence and connection across its global operations.
The refreshed branding will be introduced in phases across markets, business areas and client experiences, beginning with key digital and customer-facing channels. Existing and updated branding may appear alongside each other during the transition.