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Standard Life rebrands banking and health businesses

Standard Life is rebranding its suite of retail products with its banking and healthcare businesses simply adopting the Standard Life logo.
Standard Life Bank and Standard Life Healthcare will adopt the Standard Life brand currently used by the Life and Pensions business.
The provider says Standard Life Investments will retain its individual logo as its customer base is distinct from the other three UK-based arms.
Standard says the move follows research showing customers did not identify with the individual companies and from this week the change of logo will be phased in as material is re-printed.
Standard Life group chief executive Sandy Crombie says the move shows the provider’s commitment to building a single proposition as it moves to floatation.
Crombie says: “Standard Life is, after all, a single provider with a diversified product range. The strength of the Standard Life brand combined with innovative products such as the Bank’s Freestyle mortgage range and Healthcare’s ‘Switch’ option means we are well positioned to build on our success across the UK retail market.”

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