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Standard planning new logo

Standard Life is preparing to change its logo as part of a rebranding exercise that will see the provider alter its “brand positioning”.

The current logo design will be ditched in favour of a “more modern, visual identity”, Money Marketing understands.

The 186-year-old company will retain the blue and yellow colours used in its present logo and will continue to be called Standard Life.

A spokesman says: “Standard Life began a major transformation process in 2010 to drive change in our business. To reflect this transformation, we are refreshing our brand positioning and we expect to engage all our key stakeholders in this new positioning in the first quarter of this year.”

This follows confirmation that rival insurer Friends Provident will change its name to Friends Life in March after a £2.75bn deal was completed between Resolution and Axa, the parent company of Friends Provident.


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There are 2 comments at the moment, we would love to hear your opinion too.

  1. New logo? What a waste of money!

  2. I am one of the very few with 40+ years of logo design experience plus a Ph.D. in applying credibility principles in communication persuasion to the planning and design of company logos (AT&T for example. My website is

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