After 214 years, life insurer SunLife has adopted a new logo to start 2024 with a new look.
Mark Screeton, CEO at Sunlife, said the rebrand, which was created by an in-house design team, aimed to offer an image of convenience.
“At SunLife, we’re all about keeping things simple, so that’s exactly what we’ve done, resulting in a clean, sharp new logo that is still recognisably us,” said Screeton.
“The new design is not only cleaner and free from low contrast colour but allows for the text itself to be larger within the same logo footprint.”
While keeping its recognisable style and colour palette, placing the brand name centre stage, and losing the sunset, the new image displays simplicity.
According to a statement, the company ethos: simple, certain, SunLife, is now mimicked by the modernised logo.
The change to the logo is now live across web, TV, and direct mail assets, aligning SunLife’s digital presence with its ethos.
SunLife was founded in 1810, making it one of the oldest financial services companies in British history. It specialises in life insurance, and other products for the over 50s.