Featured cases

Case: The Phoenix Companies 2006




In 1992, we told the story of the merger of Home Life with Phoenix Mutual, to become Phoenix Home Life; the interlocking diamonds designed by Milt Kass were meant to say "merger of equals." But that was a thought with a short life span, perhaps weeks; the symbol then reverted to pure abstraction. (It was and has remained, however, a strong identifier.) In time, the seemingly descriptive "Home Life" portion of the name faded out of use, naturally overpowered by "Phoenix." So in 2001, when the company de-mutualized, it was logical to shorten the formal name; designer John Young also changed the typeface, and demoted the symbol in size. 

In 2003, Dona Young rose from the ranks to take command of a then unprofitable and somewhat unfocused firm, and returned it to profitability and a clearer focus on rich people... "affluent and high net worth individuals." With these fundamentals in place, Landor was retained to express and advance this personmality change. A bird symbol was appealing both for its "Phoenix rising from its ashes" relevance, for its reference to heritage marks, and for its elegance.


Landor (NY)


Submitted by: Tony Spaeth, 14/11/2006
Status: Estimated by Tony Spaeth
Category: Insurance
Country (HQ): United States





Strategic driver: 100%   
Change expressed personality
  Renew/refresh public image
 100%  x  Identifier tactics: Logo change: Symbol-dominant
    x  Identity system elements: Visual system: Typography
    x  Identity system elements: Visual system: Graphic devices
    x  Identity system elements: Visual system: Palette
    x  Identity system elements: Verbal elements: Tag lines
    x  Change event : High visibility: Campaign