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SunLife unveils brand refresh with modernised logo

27th December 2023
2 min read


  • SunLife has revealed its newest brand refresh in its 214-year history
  • Designed entirely in-house, the new logo prioritises simplicity and accessibility
  • Change will be seen across web, TV, and direct mail assets from 27th December

New SunLife logo

Financial services company SunLife has announced a brand refresh with the launch of a new logo, the latest evolution in its 214-year history. The in-house creative team at SunLife have simplified the logo, retaining its recognisable style and colour palette and placing the brand name centre stage, while losing the yellow ‘sunset’. This simplification has been made to modernise the brand and improve digital accessibility, in line with their company ethos: Simple, Certain, SunLife.

Mark Screeton, CEO at SunLife, said:

“We’re delighted to reveal our refreshed logo to the world and can’t wait to hear what our customers make of the change. At SunLife we’re all about keeping things simple, so that’s exactly what we’ve done, resulting in a clean, sharp new logo that is still recognisably us.

“It’s also of huge importance to us to be an inclusive and accessible brand, and our yellow circles weren’t meeting our high standards for accessible design on digital platforms. The new design is not only cleaner and free from low-contrast colour, but allows for the text itself to be larger within the same logo footprint.”

The SunLife Logo over the years

SunLife’s history can be traced back to 1810, when the Sun Life Assurance Society was formed from the existing Sun Fire Office( opens in a new tab). In 1900, SunLife became the first UK company to offer life insurance without a medical – something it still offers over 100 years later.

A range of SunLife logos over their history.

About SunLife

SunLife has been around since 1810, making it one of the oldest financial services companies in the UK. It offers products such as over 50s life insurance and equity release.

SunLife is a part of Phoenix Group( opens in a new tab), the UK’s largest long-term savings and retirement business.

SunLife was the first company in the UK to offer life assurance without a medical, and has for many years been the UK’s most popular over 50s life insurance provider (Source: Association of British Insurers). It is also author of one of the longest-running and most highly-regarded reports into funeral costs – the Cost of Dying report.

SunLife also works with leading finance journalists and industry experts to offer everyone over 50 free tools and guides to help with managing their money, planning a funeral and making the most of life after 50.

The thoughts and opinions expressed in the page are those of the authors, intended to be informative, and do not necessarily reflect the official policy or position of SunLife. See our Terms of Use for more info.