Royal London has unveiled the brand identity of Royal London 360°, its newly combined Isle of Man-based international business.
Royal London 360° will replace the existing Scottish Life International and Scottish Provident International brands when the operation launches in 2009.
The new logo is red and black, designed to stand out from competitors, and will be accompanied by the company's promise: 'You can count on us.'
Numbers will be an important part of communicating the brand values of the merged firm and anecdotes from key employees will be used across corporate and product advertising, according to Royal London.
Product brochures and materials will also be used to draw attention to number-related features in a way that connects the main product benefits to the end customer, it added.
"We chose to launch the combined operation with a stand-out name that represents the holistic approach the business will take to the provision of high-quality products and services," said David Kneeshaw, chief executive of Royal London 360°.
He believes it is therefore important the company has a strong brand to support its service-led ethos.
"'You can count on us' provides an effective link which we can use through our key communication strands; as a promise to clients that we will look after their money, and to advisers that we will provide an excellent service experience," he added.
Further information and product literature will be available at http://www.royallondon360.com from the January launch.
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