RSA was the trading name of RSA Insurance Group plc, a multinational general insurer headquartered in London, formed in 1996 through the merger of Sun Alliance and Royal Insurance. The company formally changed its name from Royal & Sun Alliance Insurance Group plc to RSA Insurance Group on 20 May 2008.[1] In June 2021, RSA Insurance Group plc was acquired by Intact Financial Corporation and Tryg A/S, with Intact retaining RSA’s Canadian, U.K. and International entities.[2]
Design and History
In 2008, Royal & SunAlliance rebranded as RSA to better reflect its international presence. The company replaced its blue, green and yellow star identity with a simpler purple-and-magenta wheel logo created by Interbrand.[3] The new brand launched worldwide on 15 April 2008 and was described by the company as signifying momentum, growth and continued progress.[4]
RSA’s Canadian arm, Royal & Sun Alliance Insurance Company of Canada, adopted the new name and logo with immediate effect in June 2008. Rowan Saunders, President and CEO of RSA Canada, said at the time: “Our new logo reflects an RSA that keeps you moving, protecting what’s most important to you while you get on with the business of living life.”[5]
In October 2025, Intact Financial Corporation completed the global rebranding of RSA and NIG to Intact Insurance across the UK, Ireland and Europe, uniting its operations under a single brand.[6] The RSA name was retired in these markets, though Intact noted the rebrand built upon RSA’s 300-year legacy.[6]
Meaning and Symbolism
The 2008 RSA logo featured a wheel-like symbol. According to company materials describing the related Answer brand identity, the gear-shaped symbol was inspired by ideas of perpetual movement and dynamism, intended to reflect the brand’s mission of keeping the customer in motion.[7] The purple color was described by the company as intended to make the brand stand out from competitors.[7]
The RSA brand identity was described at its 2008 launch as signifying momentum, growth and continued progress, values the company said guided RSA through its people.[4]
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