Brand Union Creates New Identity For Royal London

WPP-owned global brand strategy and design agency, Brand Union, has played a key role in the ambitious rebranding of Royal London as it begins the process of migrating all its businesses under one banner over the next 18 months.

With nearly six million customers, Royal London is the UK’s largest mutual life and pensions provider. The rebrand will bring together the company’s portfolio of intermediary and asset management brands as well as supporting the delivery of a new direct to consumer business to be launched shortly.

Brand Union worked closely alongside VCCP and Realise to develop the new identity, which is supported by a substantial initial campaign through TV, outdoor, digital and trade media as well as sponsorship of English cricket.

Brand Union developed the pelican icon as a core element of the new identity to reflect the gregarious, supportive and self-reliant values at the heart of this long-standing mutual.

Clare Styles, Brand Union, said: “Royal London is a unique and trusted brand with huge breadth. When developing its visual identity it was important to understand the brand’s history, which has always been about providing customers with the means to help themselves. We chose to express this by using the pelican as the brand’s icon as it acts as a dignified proud beacon, while representing the role of a provider.” 

Clare Salmon, Royal London: “The new identity is a great reflection of our new proposition ‘The strength in everyone’ which reflects the sense of community and self-reliance which defined Royal London from the outset. We are a very British business and our quirky black and white photographic style reflects the tolerant, quirky and eccentric character that makes us distinctive. We are very proud of Gilbert, our memorable new Pelican and look forward to his forthcoming appearance at cricket matches”