Rebranding the Pru: New colours and a shorter name

What's in a name?

clock • 6 min read

The recent rebrand of Prudential has been met with mixed reaction from the financial advice community, who have questioned the need for the name chop given its history and dominance in the marketplace, writes Sabuhi Gard

Last month Prudential UK and Europe unveiled its new branding, a move it said would more closely align it with its parent company M&G. The rebrand to 'Pru' followed the operation's demerger from Prudential plc in October 2019. As part of the rebrand, the UK life insurer has phased out its well-known logo, colour palette, fonts and updated its corporate literature and website. The firm's legal name - Prudential - will remain the same, but with a nod to its ‘Man from the Pru' heritage, it will utilise the shortened version. Scott White, head of communications at Prudential, says: "We've...

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