Standard Life Logo PNG
Standard Life: Brand overview
Established in 1825 in Edinburgh, Scotland, Standard Life was one of the pioneers of life insurance globally. During the company’s formative years, its services focused on meeting the needs of Scotland’s growing urban population by offering life insurance to reduce burial costs.
In the 1880s, the company’s portfolio of services expanded to include asset management and pensions. An indication of Standard Life’s prominence was the insurance of famous infrastructure projects, notably the Forth Bridge. By 1925, the centenary of the company’s founding, Standard Life opened its corporate headquarters, Standard Life House, on Lothian Road in Edinburgh. This move further cemented the company’s position as a reliable financial mainstay.
The post-war era favored Standard Life’s growth, as many Scots gravitated toward life insurance and pension plans. This growth culminated in the 1960s, and Standard Life became the leading insurer in Scotland. 2006 was a major turning point as Standard Life transformed from a unit trust company to a public company, gaining a place on the London Stock Exchange.
Over the following decade, while maintaining its base in Edinburgh, the company expanded its global footprint and delved deeper into asset management. However, 2018 saw a turning point when Phoenix Group acquired Standard Life in a £3.2 billion deal. Standard Life became a subsidiary of Phoenix while retaining the iconic brand name.
Standard Life offers various insurance, savings, and investment solutions. The company serves customers in the UK and Europe and boasts a trusted base of over 4.5 million customers.
Meaning and History
1990s – 1992
1992 – 2011
2011 – today
The Standard Life logo exemplifies a clean and expressive design emphasizing the company’s reliability and professional approach. The central focus of the composition is the brand name, rendered in a rich blue color. This shade is associated with trust, stability, and responsibility, aligning with the company’s field of activity.
The font is strict, yet with modern accents. It is sans-serif, with soft, slightly rounded lines, making the text visually pleasing. Each letter appears as though it were hand-drawn, adding a sense of naturalness and liveliness to the inscription. The proportions of the letters are carefully balanced, and their thickness gives the text visual weight, emphasizing the company’s significance and stability.
To the right of the text, above the letter “e,” is a yellow triangle. Its sharp angle points upward, symbolizing the drive for growth and goal achievement. Yellow adds energy and positivity, contrasting harmoniously with the primary blue color. This bright accent livens up the overall look without distracting from the text.
The company’s name conveys its mission of providing quality life insurance, pensions, and savings services. Each word in the logo means “Standard” and is associated with reliability and high standards, while “Life” emphasizes care for people and their future.
The Standard Life emblem showcases minimalism with a focus on thoughtful details. The font’s simplicity combines with the triangle’s brightness, balancing seriousness and dynamism. This design reflects the company’s confidence in its services and leadership readiness.
