Insurance Australia Group rebrands as IAG and turns logo purple to be more approachable
The 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
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.
Well that is just breathtaking in it’s simplicity. More brands should be this original.
Not only embracing the colour purple, but also taking the first letter of each of it’s names to create a three lettered acronym
I really hope Landor were paid well for this – those quotes are correct. The first few words I came up with were also distinctive, progressive and appealing.
MarketerIs of the world take notice – we have a new heavyweight at the top table!
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What on earth is that?
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Looks like the IAB logo.
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ANZ is blue.
CBA, not blue.
NAB, not blue.
Westpac, not blue.
Bankwest, not blue.
UBank, not blue.
St George, not blue.
Aussie Home Loans, purple and yellow.
What tradition?
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What an incredible waste of money. If you believe that what a business standards for starts with an updated logo, you’re definitely out of touch.
Upside down indeed.
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I shake my head at parent companies muscling in to credential their retail brands. All it does is homogenise their brands and create clutter. I’m looking at you too Unilever.
People buy from brands because of the brand personality. Knowing they are backed by a big client takes away from this carefully crafted persona.
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Wow such experts posting on these message boards — why waste your time doing this when you clearly know so much better than everyone else? You should be out there owning and running multinational financial institutions, not wasting your talents here.
But then again what would the world do with your so very important opinions?
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What’s truly fascinating is that a company thinks making its logo purple will make it “more approachable”.
Not honesty, nor customer service, nor CSR, nor good products and services.
But a purple logo.
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Looks really under done! Benefit of the doubt, it was butchered by committee! The website design and colours are not good either. Why throw out the baby with the bath water? Why not completely evolve what was there?
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