Manulife logo

Toronto-based Manulife Financial Corp. has updated its global brand, complete with a refreshed logo and visual identity that represents the company’s transformation into a digital, client-centric market leader, the life insurer announced Monday.

The updates reflect Manulife’s focus on simplifying the complex for clients and communicate a unified, forward-thinking approach and its commitment to innovation, Manulife says in a news release.

“This updated brand marks a significant milestone on our transformation journey,” says Roy Gori, Manulife president and CEO, in a statement. “However, it is even more important because of what it unequivocally says to our customers: we are here for you, and we’re focused on helping you make your financial decisions easier and lives better.”

Manulife has continued to invest heavily in redesigning its clinet experience and using technology to make it easier for clients to plan for the future and protect what matters most. It is also streamlining its product and service offering and the number of its websites and apps, and reducing the complexity of its internal processes.

“We live in a world where we’re surrounded by choice. At the same time, it’s harder than ever before to decide which products and services are best for us,” says Gretchen Garrigues Manulife global chief marketing officer, in a statement. “Recognizing this reality, we are committed to helping our customers cut through the noise and make confident decisions as they pursue their life goals. Our updated brand reflects this commitment.”

Manulife’s updated brand will impact every channel and means through which the company communicates with clients. The new logo and visual identity have already begun rolling out across the company’s major offices around the world, as well as a number of its key digital properties, including

The launch will continue throughout the rest of the year and into 2019 around the world.