Phoenix Group revamps branding to shift away from closed-book consolidator

Jenna Brown
clock • 2 min read
Phoenix Group revamps branding to shift away from closed-book consolidator

Phoenix Group has redesigned its logo and branding to reflect the company's shift away from traditional closed-book consolidator and better engage with its target audience. The long-term savings and retirement business, one of the UK's largest with 13 million customers, said it had moved on from its closed-book consolidator roots and now had growing consumer brands. Its brands, such as Standard Life and SunLife, will now feature "part of Phoenix Group" on marketing to make the connectio...

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