Maritime Life is introducing a new logo along with a revamped Web site. The firm says that the change represents both a new look, but also a renewed commitment to customers.

The insurer’s new Web site (www.maritimelife.ca) has been redesigned to improve navigation. The site will also serve as the doorway to existing specialty sites that were previously kept as separate entities, thus providing customers easier access to information.

The Web site and the new visual identity are expressions of research conducted with customers, employees and business partners to better understand how the company was perceived and whether the existing logo aligned with this image.

“Our new Web site is the first tangible example of our renewed commitment to our customers and partners,” says Bill Black, president and CEO. “Our new logo and corporate colors are an important expression of Maritime Life, but they are secondary to our renewed focus on our core strengths and quality experiences that are demonstrated on the site. We care most about the impact we are having on those doing business with us. The new visual elements are simply a clear expression of the experience we aspire to deliver.”