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Standard Life unveils new logo

Standard Life has unveiled a new logo as part of a group wide transformation programme.

Earlier this month, Money Marketing revealed the insurer was preparing to launch a new visual identity as part of a rebranding exercise. The new logo (pictured) retains the firm’s traditional blue and yellow colours.

Chief executive David Nish says: “Our business has changed substantially in the last 12 months and will continue to transform. We have refreshed our visual identity to provide a clear outward signal of our brand repositioning and the forward thinking approach we are taking to people’s long term savings needs.”

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Comments

There are 13 comments at the moment, we would love to hear your opinion too.

  1. I can hardly contain my excitement. I have forgotten it already……

  2. I wonder how much they spent on that?

  3. And??

    Is it going to improve policy returns?

    What a waste of shareholders’ and policyholders’ money!

  4. I say never mind a new logo.Give your customers what they really want,I speak of course of much lower charges on all of your products.

  5. looks exactly like the one they had in the 80’s other than then it was in black and white. Hmmmm not exactly ‘inovative’ wonder how much it’s all costing? What’s wrong with the one they have!

  6. From the new logo I can tell they are stepping forward and rolling things out in a client facing, client focused new model strategy that is fit for purpose in these challenging times.

    Thank goodness Standard Life did this; when I told clients about their appalling with profits return, the most common question I was asked was:
    “Yes, Chris, but that logo…” often followed by a sign and a shake of the head.

    I think Standard Life can now look forward to upselling synergies and including an aggresively acquisitive strategy.

  7. It is a dunces hat knocked off by a paper plane
    or a clown hat knocked off by a juggling ball, only the marketing guru can say….have we had full disclosure on how much the wonky hast cost ?
    still with standards slipping all over the place they did spell thier name right!

  8. Yawn – what a boring logo.

    How long did it take their marketing genuises to come up with that? Or was it designed by some local primary school kids?

  9. Chief executive David Nish says: “Our business has changed substantially in the last 12 months and will continue to transform. We have refreshed our visual identity to provide a clear outward signal of our brand repositioning and the forward thinking approach we are taking to people’s long term savings needs.”
    And this new logo is a good consumer outcome as it will assist in meeting peoples long term savings needs????

  10. Standared Life! one of the biggest crooks in the industry, they should have had Dick Turpin somwehere in thier LOGO ! What a dreadfull waste of someone elses money, rather like the inflated salarie and bonuses paid to the C E O.

  11. It cost 5 mil, which is less than Barclays cheif got for his bonus! I think it’s good for company’s to refresh it’s image every once in a while, in the same way all companies are continually updating and improving their websites to prevent them from become outdated…

  12. It looks like a cross between Facebook and the dumbed-down morning breakfast programme; Daybreak.

    I don’t think that it supports their heritage or their brand values…

  13. Why are commentators so utterly cynical and curmudgeonly?

    On the one hand people look and sneer at a fusty old Scottish company living in an analogue, pre-RDR world with its old logo and antiquated brand … and then others moan if you re-brand. You’re damned if you do and don’t. The point is this signals a redirection and good luck to them. Frankly given the appalling state of branding and marketing for most FS providers I’d give most of the comments on here a ruddy wide berth and leave it to professional branding/creative agencies to make the
    judgements for you.

    Does anyone seriously think this is just a re-painting job and that it doesn’t result in a better website, better customer-facing materials, better imagery and copy that explains products better in a more direct-to-consumer way? Try beyond the short-term and beyond the logo.

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