JKR rebrands Standard Life

JKR has refreshed the visual identity for Standard Life savings, investment and pensions company, creating a new logo, a ‘holistic design system’ and repositioning the brand.


JKR says it was appointed about two years ago following a strategic pitch against two or three other consultancies.

The consultancy worked alongside integrated agency VCCP, which created strategy guideless for the company.

Silas Amos, creative director at JKR, says, ‘The brief was to refresh the brand and make it more relevant and able to straddle a diverse audience. We had to create an identity that reflects a combination of the gravitas of the company and the activeness.’

The new logo retains the company’s traditional blue and yellow colour palette, with a white typeface. The blue aims to create a ‘calm’ appearance, while the yellow device gives a ‘spark of dynamism’, according to Amos.

JKR also created print and digital brand templates.

A spokeswoman for Standard Life says, ‘We’ve been going through a transformation process. We’ve undertaken a lot of customer research, so now we’re very clear on where we’re going – a new visual identity is an outward expression of that.’

The new identity will begin rolling out today, initially appearing on the website and company buildings this week, before rolling out across other touchpoints throughout the year.

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