Phoenix Group Holdings plc, the UK-based long-term savings and retirement business, introduced a new corporate visual identity in March 2022. The redesign marked a shift in the company’s positioning from a traditional closed-book consolidator toward a purpose-led business with growing consumer brands such as Standard Life and SunLife.[1]
Design and History
The design work for Phoenix Group’s new visual identity was completed by Moving Brands, with changes spanning the brandmark, colour, typography, graphics, art direction, sonics and motion, all developed following extensive research.[1] The project was later recognised with a Red Dot Design Award, crediting Moving Brands alongside audity GmbH for music and sound design.[2]
The feather icon and wordmark are the keystones of the new visual identity.[1] The rebrand was introduced to reflect the company’s evolution and to better engage with its target audience as it moved away from its closed-book consolidator roots.[3]
Alongside the new logo, Phoenix Group introduced a master brand endorsement strategy, making it clear that its consumer brands, including Standard Life and SunLife, are “part of Phoenix Group”.[1] The company also adopted the tagline “Helping people secure a life of possibilities”.[3]
In September 2025, Phoenix Group announced it would change its corporate name from Phoenix Group Holdings plc to Standard Life plc in March 2026, bringing its “most trusted brand to the forefront”.[4] The announcement came in Standard Life’s 200th year.[4]
Meaning and Symbolism
The feather icon and wordmark were designed to convey optimism and progression, reflecting Phoenix Group’s purpose of “helping people secure a life of possibilities”, while maintaining stability and confidence.[1] The new visual identity was intended to reflect the modern organisation Phoenix Group had become, supporting its strategy to grow its corporate brand as a purpose-led business.[1]
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