News Article
The Colonial Life Logo
While our brand identity has changed some over the years, one thing has always remained constant: Our commitment to making benefits count for working Americans and their families. Our new logo is designed to reflect that in many ways:
The “bridge” graphic in the logo consists of a series of six spheres, and ties Colonial and Life together to portray our three core strengths:
- Our understanding of individuals. Each of our six spheres has its own unique shape and color. Each is different from the other – just like our customers – each with their own situation and needs and their own unique future. Different lifestyles, different ages, different incomes; different people with different needs, desires, hopes and dreams.
- Our benefits expertise. A literal bridge connecting our expertise and knowledge in benefits to our customers' unique needs, with an emphasis on the bright Life element of the logo. We bridge that gap through our expertise in benefits counseling. The bridge also expresses how Colonial Life can help “bridge the gap” in each person's individual benefit needs by supplementing the benefits they receive at work in areas in which we can add value.
- Our one-to-one benefits counseling. This is illustrated specifically by the spheres connecting the “i” in “Colonial” to the “i” in “Life.” Taken together, this tells the story of how we combine our understanding of individuals with our expertise in benefits and deliver the benefits advice needed by so many working Americans. Our one-to-one counseling is a primary service we provide our customers. It is also what makes us unique in the marketplace. No other company in our industry provides this one-to-one relationship like Colonial Life.
