New logo: Lalux

La Luxembourgeoise is Luxembourg's oldest insurance company, founded in 1920. Last month, it shortened its name to "Lalux", which has been used as a shorthand for some time, as it moves into new headquarters. The symbol from the old logo is kept, but is put in a more modern context.

New logo: VGZ

VGZ, a major Dutch health insurer, has introduced a new corporate identity. This is part of a consolidation which sees VGZ replacing two other brands, Trias and SIZ, owned by the same company. After the changes, VGZ will have 2.2 million policyholders.

The new logo is supposed to be shaped like a flower with a little curl on the letter G, both aspects representing growth and development, while the interlocking petals represent cooperation between clients, providers and the insurer.

New logo: Cigna

The Connecticut-based health services company Cigna launched a rebrand campaign on Monday, September 19, as it changes its business model to focus less on corporations and more on consumers in a changing healthcare market. This includes giving up its 18-year-old "Tree of Life" logo for a pictogram where the the costumer is literally in the center.

Although Cigna have provided the full color version seen above, they seem to use single colour versions extensively as well.

Cigna's previous logo, used from 1993.

The "Tree of Life" design was presented in 1993, created at Landor Associates in San Francisco under the leadership of Lindon Leader. The reasoning behind the 1993 rebrand shared some similarities with the current, as it was thought at the time that Cigna's original logo didn't convey "care" properly. This rebrand also brought the entire company together under one symbol. The "Tree of Life" on a softened teal square was based on a New England quilt from the 18th century.

New logo: Kemper Corporation

This week, the American insurance and financial servies company Unitrin changed its name to Kemper Corporation, taking the name of its Kemper insurance division. Unitrin bought Kemper's personal lines and casualty insurance business in 2002, and last year they also bought the full name rights, which had until then been owned by Lumbermens Mutual Casualty Company.

The new corporate identity was created with Lippincott.

"The Kemper “K”, composed of two overlapping triangles, is designed to represent the Kemper qualities of being trustworthy and attuned to its customers’ needs. The gold color reflects the warmth and approachability of the Kemper brand and its team members." - press release

Unitrin logo.

The Kemper division will be renamed Kemper Preferred, while the other divisions, Unitrin Specialty and Unitrin Direct, will apparently not be renamed, at least not for now.

A press release about the namechange was published on August 15, while the renaming officially took place yesterday, August 25.

Press release (archive)
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New York Times Media Decoder
Bloomberg Businessweek

New logo: Mutual & Federal

As it tries to regain lost market share and connect with younger costumers, the South African short term insurance company Mutual & Federal launched a new corporate identity this month.

Tracing its history all the way back to 1831, Mutual & Federal got its current name in 1970s when the Old Mutual insurance group became involved in the company. Today Mutual & Federal is a sudsidiary of Old Mutual, and the new logo adopts the same typeface as the Old Mutual logo. The green colour, which was also present in the previous logo, is also shared with Old Mutual.

Previous logo.

The previous logo contained a silhouette of Table Mountain that overlooks Cape Town. Replacing it allows Mutual & Federal to create a brand identity that can be used across Southern Africa, as the company also has activities in Botswana and Namibia.

New logo: FBTO

Last Monday, June 20, the Dutch insurance company FBTO launched a new brand strategy and a new corporate identity. The logo was revealed in a cermony where a new sign was uncovered on top of FBTO's headquarters in Leeuwarden. Behind the new corporate identity stands Amsterdam branding agency VBAT.

Previous logo.

In the new logo, the O has been coloured in all the colours of the rainbow, which the company's describes as the letter "literally coming to life". It should stand for "your own choice, very close, very direct". The brand positioning talks about living freely and not worrying about risks in one's life.

New logo: Empire Life

The Canadian life insurance company Empire Life unveiled a new visual identity on Thursday, June 16. The new symbol is made up of what is reportedly three waterdrops, representing integrity, care and partnership.

Previous logo.

New logo: NIG

The trading name NIG stands for The National Insurance and Guarantee Corporation Ltd, an insurance company in the United Kingdom specialised in business insurance. It is a subsidiary of The Royal Bank of Scotland (RBS).

Recently, it revealed a new logo which removes the RBS "daisy wheel" symbol which has been a part of the NIG logo since April 2006. It has been reported that RBS are planning to sell of their insurance division, and this makes it necessary to remove references to RBS in affected logos. NIG has also gone through an extensive restructuring of its regional organisation.

The logo contains a sharper wordmark in white in a slanted square. The purple colour and the triangle element in the I from the previous logo are carried over and revitalised.

New logo: Cincinnati Insurance Companies

The Cincinnati Financial Corporation is an insurance company in Cincinnati, Ohio, which uses the brand name "Cincinnati Insurance Companies". It recently revealed a new logo, which replaces its image of Cincinatti skylines with an image of a bridge.

The typography is also altered from an bold all-caps Times typeface to a thin typeface from the Eras family, also in all-caps. The company has previously used the Eras family in its communciation.

The new logo was reportedly revealed last Friday, April 29, at the company's annual meeting. A press release issued yesterday, May 2, offered the following explanation:

A new company logo we introduced at our meeting celebrates the momentum we are building by expanding our operations, increasing efficiencies, stepping up our expertise and recommitting to ethical values. As we start the next chapter of our 60-year history, we are committed to improve on our traditional strengths and create new ones that enhance our relationships with our agency customers and add value for shareholders."

Previous logo.

New logo: Standard Life

Standard Life is a UK financial services company, focused on "long term savings and investment". This February 7, the company revealed a new visual identity and a new tagline, "The Way Forward".

According to Standard Life, this is the first change in visual identity since 1993. The new logo keeps a yellow triangle from the old logo and places it after the company name, optimistically pointing forward and upward.

The new look was created by London design agency JKR. It has been rolled out across the company since February 7.