iA Financial Group, formerly Industrial Alliance Insurance and Financial Services Inc., is a Canadian life and health insurance and wealth management company founded in 1892. The company’s visual identity is built around a distinctive elephant symbol, which has appeared in its logo since 1992 and remains a central brand asset today.
Design and History
The elephant was adopted as the company’s symbol in 1992, during its centennial anniversary. According to the company, the elephant was chosen because of the shared attributes between the animal and the organization: strength, solidity, longevity, loyalty, family values and a sense of responsibility. The elephant was incorporated into the Industrial Alliance logo that year and has since become a well-known symbol of the company. [1]
In March 2015, Industrial Alliance and its subsidiaries launched a new look, adopting the “iA” brand and marketing its products and services under the name iA Financial Group. The new logo enhanced the elephant, described by the company as a symbol of the Group’s strength and solidity, and was presented as better adapted to the digital age. The letters “iA” were enhanced to reflect the new corporate brand, and both the letters and the elephant were slanted forward to convey an innovative character and a forward-looking outlook. [2] [3]
In September 2025, iA Financial Group unveiled a modernized brand platform and a new brand signature, “Get Ahead,” developed in collaboration with the Montreal agency K72. The initiative was described as a strategic and creative mandate to translate iA’s ideal of growth and support into a forward-looking brand expression. According to the company, the logo for iA Financial Group and its subsidiaries would remain the same, with only the shades of blue and gray slightly adjusted in a subtle and barely noticeable way. The elephant symbol was identified as one of the company’s key brand recognition assets. [4] [5] [6]
Meaning and Symbolism
The elephant symbol is central to the iA Financial Group identity. The company states that the elephant’s qualities mirror those of the organization: wisdom gained through experience, attentiveness, a sense of responsibility, family values, strength and stability. [7]
The 2015 logo redesign was explicitly intended to give greater prominence to the elephant, which the company described as a symbol of the Group’s strength and solidity. The forward slant of the elephant and lettering was described as showing the innovative character and future-focused outlook of iA Financial Group. [3]
Typography and Design
Following the 2025 brand refresh, K72 developed typography, colours and tonality that give brand teams the freedom to use iA’s elephant logo either prominently or in more institutional and refined applications. The official colour version of the logo uses a blue font and a grey elephant, according to subsidiary logo use guidelines. [8] [9]
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