Brighthouse Financial is a U.S. provider of annuities and life insurance that was created as an operating segment of MetLife and began using its new brand in March 2017, ahead of its planned separation from MetLife.[1] The company’s visual identity was developed from the ground up as part of that launch, with a logo and design system created specifically for the new brand.
Design and History
The Brighthouse Financial brand identity was developed by Red Peak, a New York-based brand-strategy and design agency, which created the logo and the visual design system in collaboration with the company.[1][2] The brand was introduced in March 2017, when Brighthouse Financial began using its new identity for its annuity and life insurance solutions.[1]
The company launched its first broadcast advertising campaign, titled “Predictability,” in April 2017 to introduce the brand to the public. The campaign was led by BBH NY, which developed an integrated campaign across television, print, out-of-home, social media and CRM.[1] The commercials blended the Brighthouse Financial logo into “a diverse, yet familiar, set of life’s backdrops” to highlight the importance of predictability in retirement.[3]
According to the U.S. trademark registration, the Brighthouse Financial mark consists of “a house shaped design formed by lines fanning out or radiating from the left bottom corner of the design; the left bottom corner of the design is triangular and solid; to the right are the words ‘Brighthouse Financial.'”[4]
Meaning and Symbolism
The company’s marketing leadership has publicly explained the meaning behind the name and symbol. Matt Quale, vice president and head of marketing at Brighthouse Financial, stated: “That’s why our name is Brighthouse Financial, because it combines optimism with stability. Our brand symbol incorporates a house to represent the protection products like annuities and life insurance can offer to a portfolio, with rays of light used to illustrate the confidence that comes from knowing you’ve planned for your future.”[1]
The brand’s visual identity was described in the launch materials as featuring “clean lines and striking teal and green color palette.”[1] The broader brand ecosystem, developed with additional agency partners, was designed to convey simplicity and transparency, with a modern and vibrant visual identity system.[5]
Typography and Design
Beyond the logo itself, the brand’s motion behavior was developed by Trollbäck+Company, which created a cross-platform motion language and brand film expressing Brighthouse Financial’s commitment to helping investors build more secure financial futures. The motion guidelines established rules for transitional elements, typography, iconography and data visualizations.[6]
The brand identity was part of a larger ecosystem that included video, photography, branded environments, a sonic identity and digital tools, developed in collaboration with multiple agencies to create a cohesive brand experience.[5]
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