Colonial Life & Accident Insurance Company, a Columbia, South Carolina-based provider of voluntary workplace benefits and a subsidiary of Unum Group, introduced its current logo and brand identity in January 2008. The rebrand replaced the previous Colonial Supplemental Insurance name and was designed to better communicate what the company does, according to the company’s announcement at the time.[1]
Design and History
The 2008 logo features the word “Colonial” in a strong, traditional blue and the word “Life” in a fresh, vibrant green. The two words are linked by a series of six spheres, each in a different shape and color, which the company said represents the uniqueness of each Colonial Life customer and his or her personal needs. The spheres connect the “i” in each word to symbolize the company’s strength in one-to-one benefits counseling.[1]
The repositioned brand was the culmination of a year-long project involving research with employees, employers and insurance salespeople.[1] The launch included a new tagline, “Making benefits count,” which the company said reflects its strengths in one-to-one benefits communication and enrollment services alongside its personal insurance coverages.[2]
The word mark “COLONIAL LIFE” with a series of small ovals forming a random design above the words was registered as a trademark with the U.S. Patent and Trademark Office, with the registration later renewed in 2019.[3] A separate trademark registration covers the combined “COLONIAL LIFE MAKING BENEFITS COUNT.” mark with the same oval design element.[4]
Colonial Life is based in Columbia, S.C., and is a subsidiary of Unum Group.[1] The company describes itself as a leader in worksite benefits, helping organizations attract and retain skilled workers through financial protection products.[5]
Meaning and Symbolism
According to the company’s 2008 announcement, the six spheres in the logo each represent the uniqueness of an individual Colonial Life customer and his or her personal needs. The connection of the spheres between the two “i” letters symbolizes the company’s strength in one-to-one benefits counseling.[1] The blue and green color treatment of the two words was described by the company as “strong, traditional blue” for “Colonial” and “fresh, vibrant green” for “Life.”[1]
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