Pru poised to reveal its new look

Prudential is on the verge of unveiling a new corporate identity that will reflect its shift towards on-line and telephone sales.

Bamber Forsyth is rebranding the Pru, while C-Eye is carrying out a retail brand implementation exercise. Both consultancies declined to comment.

Group head of brands Tara McCloud plays down the job, “It [branding work] is housekeeping to a large extent. We have been looking dated – we are tidying up our look.”

However, informed sources confirm that it is a complete corporate rebrand.

It follows news this week that the Pru is merging with American General Corporation as well as last month’s axing of its direct sales force.

Design Week reported last year that the financial services giant had appointed Bamber Forsyth to “refresh” its logo to reflect the increasing amount of e-commerce work that it does (DW 6 October 2000).