Eagle Star may drop its identity review

Insurance company Eagle Star is believed to be dropping its re-branding programme, designed by The Partners, following its October merger with Zurich Financial Services.

The identity was introduced earlier this year for trials in the Central TV region (DW 13 February).

The merger sees Eagle Star fall under the same umbrella as Allied Dunbar. New corporate identities and branding are expected by the end of the year, with an eventual group identity for all brands.

A spokeswoman for The Partners declines to comment on the possible dropping of the identity.