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New image for Canada Life

Canada Life is introducing a new corporate logo and brand identity in all its global markets, including the UK, over the next few months.

The existing pelican image is being replaced with what Canada Life calls a circle-bird icon designed to emphasise its position as an international company.

The motif resembles a globe and the bird icon&#39s wingspan is supposed to suggest security, strength and confidence. It says the tips of the bird&#39s wings are holding on to a client&#39s nest egg or financial future.

Canada Life says logo designs were tested in the UK on customers, distributors and employees and research was carried out to ensure that the new design would fit well in the marketplace.

Rebranding in the UK will be gradual and the new logo will be introduced on stationery, advertisements and other marketing material in stages.

It is also launching new websites in each of its markets to provide customers, policyholders and shareholders with access to the information they need.

Canada Life corporate communications vice-president Ardyth Percy-Ross says: “Our new logo is not a departure from our previous images. Rather it is an evolution of them – one that respects our company&#39s heritage while representing our vision of welcoming new challenges, investing in the future and developing exceptional customer value as a worldclass financial services provider.”

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