New flight path for Eagle Star

The Eagle Star corporate identity is being reviewed by the insurance company as part of its repositioning programme.

The insurer’s current marque, created by Lewis Moberly, was hailed as one of the biggest image programmes in the City at its launch (DW 16 December 1988).

“We have a very strong existing identity and name,” according to an Eagle Star spokesman. “We have a new brand positioning project and identity is one of the things we are looking at,” he adds.

Two or three design groups have been consulted on elements of the repositioning programme, but “this is not a design-led exercise”, says the spokesman, and no designers have been appointed.

The brand is being repositioned as an easily accessible insurance company aimed at the mass market, the spokesman says.