Aviva Logo PNG
The Aviva logo symbolizes the stability and care that have become the company’s foundation. The brand grew through the unification of efforts, set a high-reliability standard, and evolved by offering modern solutions and strengthening customer trust.
Aviva: Brand overview
In 2000, the UK insurance world underwent a significant change when two giants – Norwich Union and CGU plc – decided to join forces. While Norwich Union boasts a rich heritage dating back to 1797, CGU resulted from the recent merger of Commercial Union and General Accident in 1998. The merger created a new company, initially named CGNU plc. However, two years later, in 2002, the company opted for a fresher style and rebranded as Aviva.
At the beginning of the twenty-first century, Aviva showed an irrepressible appetite for expansion. This appetite manifested in acquiring other insurance companies, including RAC plc in the UK and AmerUs Group in the US. However, with the onset of the late 2000s, the company underwent a strategic shift, and Aviva focused on key markets such as the UK, Ireland, France, Canada, Asia, and Turkey. This led to the sale of several regional subsidiaries that did not fit with its core market strategy.
Today, Aviva is a global insurance titan serving around 33 million customers. Its strongholds are in the UK, Ireland, and Canada. Aviva offers life, general, and health insurance and asset management services as a diversified insurance company. With around 30,000 employees, Aviva operates from its head office in London. Its significant market influence is also recognized in the financial arena, with the company having been a member of the FTSE 100 index on the London Stock Exchange since 2002.
Meaning and History
1696
1792
2000 – 2002
2002 – today
The Aviva logo combines geometric shapes and bright colors to create a modern and memorable design. The centerpiece of the composition is a square with an unusually slanted bottom-left corner, which adds a sense of dynamism and motion. This unconventional approach makes the visual mark unique and visually energetic.
Inside the square are three color zones: blue, green, and yellow. Each color occupies its own space, blending seamlessly into the next. The dominant blue represents stability and reliability, the green symbolizes growth and renewal, and the bright yellow adds energy and positivity. Together, these shades create harmony, highlighting the company’s values.
Below the square is the textual component—the company name. It is rendered in large uppercase letters with bold lines. The font is clean yet stands out due to its distinctive details. The letters have strict geometry, while the sharp peaks on the upper contours of “A” and “V,” angled to the left, give the logo character and a subtle edge. These accents balance the clarity of the forms with a sense of movement.
The spacing between letters is increased, enhancing readability and adding lightness to the overall composition. The space between “A” and “V,” shaped by their diagonal lines, creates a diagonal negative space that reinforces the sense of motion. The precise alignment of the letters adds proportionality and neatness to the logo.
The Aviva emblem conveys the brand’s core ideas: reliability, growth, and forward momentum. The bright colors, smooth transitions, and clear typography make it versatile and suitable for digital platforms and print materials.