Royal London pensions group gets new pelican identity

Brand Union has rebranded pensions company Royal London, which is beginning the process of bringing all of its businesses under the Royal London banner.

Royal London logo designed by Brand Union

Royal London claims to be the UK’s largest mutual life and pensions company with 5.3 million customers and half a million members.

The rebrand will bring Scottish Life, Scottish Provident, Bright Grey and Royal London Asset Management under a single Royal London brand in a process which is expected to take 18 months.  

A new identity anchoring the brand features a pelican. A Royal London spokeswoman says, ‘We chose Pelicans because they have royal connotations, they also represent the role of “provider” and are a heraldic symbol of generosity.’

VCCP has worked on the brand positioning ‘stregth in everyone’ which Royal London group brand director Claire Salmon says relates to the company’s ‘sense of mutuality and spirit of community and self reliance.’

Royal London will be launching its first TV campaign in over a decade,  ‘We’re so yesterday’ which has also been created by VCCP and ‘celebrates the fact that Royal London has stood by its customers with the values the company was originally founded on back in 1861,’ according to Royal London.

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