Insurance Australia Group rebrands as IAG and turns logo purple to be more approachable

iag logo 2015The Insurance Australia Group has undertaken a brand overhaul creating a new brand identity and reducing the three word brand to it’s regularly used acronym in a bid to be seen as warmer and more approachable.

The group, which includes NRMA, CGU, SGIO, SGIC, Swann and WFI as well as operations in New Zealand and Southeast Asia, said the move was aimed at broadening its appeal beyond investors.

In a statement the company explained the reasoning for the move: “IAG’s new visual identity moves away from the traditional financial services colour blue to embrace the colour purple and features a lower-case text and a circular theme that is more distinctive, progressive and appealing.”

The group's old logo

The group’s old logo

Chris Jackson, IAG group general manager customer and brand, said the biggest challenge was devising a brand that could stand the test of time.

“It was being able to think about what our future custodians are looking for,” Jackson told Mumbrella of the work created by Landor.

“You are making decisions about something that will be around in 10 or 15 years.”

Jackson said purple was a strong colour associated with leadership.

“We went into this recognising that we had changed enormously since the brand was first developed in the early 2000s,” he said.

“This enables us to talk to customers and a broader range of stakeholders.

Jackson said that many customers of IAG’s insurance and financial services brands wanted to be reassured that the business they were dealing with was backed by a strong, safe company and so it was time to bring their attention to IAG as the parent company.

“A vast majority of them wanted to know who stood behind the brand.”

Many of the consumer-facing brands will now have “backed by IAG” as part of their messaging.

The move has also been made to allow IAG to drive its brand in digital channels, as well as in new markets in Southeast Asia where it is expanding.


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