Canada Life is replacing its pelican logo with a new corporate image and brand identity. The new logo design consists of a “circle-bird” icon and a new Canada Life Word-mark.

The circular motif is intended to recall the company’s international presence, while instilling the images of security, strength and confidence. “The tips of the bird’s wings embrace a client’s ‘nest egg’ or financial future. The bird faces the nest egg, implying interest in a client’s well being,” explains the company.

Several different logo designs were tested and evaluated by various customers, producers and employees in Canada Life’s core market countries. Extensive research was also conducted to ensure the image would be suitable for use in other markets. The chosen design was found to portray best Canada
Life’s corporate vision.

“I believe the best way to predict the future is to create it,” says David Nield, chairman, president and CEO of Canada Life. “As Canada Life’s business strategies and goals increase focus on financial services and
wealth management, our new symbol will help generate more awareness of our products and come to represent the company’s vision for the future and our solid commitment to our customers around the world.”

In addition to the new logo, Canada Life is launching several reconfigured and re-branded web sites which can be accessed from the company’s central website.