Tuesday, February 14, 2012

New logo: Direct Line Group


RBS Insurance, the insurance division of the Royal Bank of Scotland, is about to rebrand as the Direct Line Group as RBS are planning to leave the insurance business. Trade press noted that the company had changed its legal name to Direct Line Insurance Group plc about a week ago, taking the name of their most prominent brand, and that they had also registered the logo seen above. The rebrand was confirmed by RBS today.

The clever new mark shows a multicoloured ribbon (a line, perhaps?) forming a shape that contains an "invisible" arrow (direct?).

The Direct Line brand and its red phone will remain unchanged, as will the group's other brands, like Churchill, Privilege and NIG (which got a new corporate identity last year).

New symbol.

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Insurance Age
Marketing
Insurance Times

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