We’ve been building on this for months and we are excited to reveal our new logo and brand refresh. Take a look at the video…
We were looking forward to unveiling the new logo at the International Cemetery, Cremation & Funeral Association (ICCFA) and long term care ILTCI conferences at the end of March but the conferences were canceled due to the COVID-19 pandemic. Instead, our focus has been on how to best serve our employees, policyholders and partners during this challenging time.
Creator of connection and promoter of people
“For more than a century NGL has been a leader in the insurance industry. We believe in providing insurance solutions that link people to the right products and partners for life’s journey. Our purpose is to help people face life’s financial challenges with confidence, dignity and grace,” said Jessica Grann, NGL Chief of Staff and Vice President of Brand & Corporate Communications.
Several logos were developed and tested using Implicit Association Testing to determine which logos appeared to be more reliable, inviting, authentic, experienced and innovative. After additional testing by agents and policyholders, NGL’s new logo was selected. We are grateful to everyone who worked hard to create our new logo. Vertical and horizontal with color and black and white variations of the new NGL logo are below.
“Testing several logos and selecting one that represents NGL’s values has been a valuable process. We chose a logo and messaging that promotes the ideas and values of NGL as a reliable, trustworthy leader who will be there for partners, policyholders and employees when they need it most,” said Jessica Grann, NGL Chief of Staff and Vice President of Brand & Corporate Communications.
NGL through the years
NGL has utilized the “tree of life” logo since 1965 when it was originally created. It has been a strong logo, however with NGL’s renewed purpose and focus, a modern brand that resonated with partners and policyholders was created.
You will continue to see the old NGL logo throughout the year as we update all of our digital platforms, marketing materials, applications and building signage.
NGL’s branding and messaging may be changing but that doesn’t mean we are abandoning our heritage. NGL is writing the next chapter in its story – a chapter that builds on the company’s promises, strengths and innovation.
More to come! If you want to stay connected with National Guardian Life Insurance Company (NGL), follow us on Facebook, YouTube and LinkedIn.