Hong Kong-based AIA Group (AIA) has announced a new brand identity initiative, set to take place over the coming months.
This move follows the recent announcement from parent company AIG Inc that it plans to accelerate the separation of its Asian-based subsidiary as an independent entity and to seek a public listing on an Asian stock exchange for the AIA Group (see Public Listing for AIA Group).
As part of the re-branding exercise, the organisation’s Australian business, presently operating under the AIG Life banner, will be renamed.
According to AIA, the re-branding initiative “…will see a bold, new brand visual identity progressively rolled out across the region, with everything from businesses to buildings changing their names.”
The insurer advises this is the most extensive re-branding since 1955 when the current AIA logo was introduced. When launched, the new brand visual identity is intended to be:
- A symbolic representation of the AIA Group’s future separation from AIG; and
- Evocative of its heritage as a truly pan-Asian insurer
Mark Wilson, AIA Group CEO and President said, “This re-branding coupled with the future independence of the AIA Group will ensure that we retain and fully capitalise on our cherished position as part of the fabric of Asian society, and provide a strong and stable platform for continued growth.”
On the issue of timing, a spokesperson for AIG Life in Australia has emphasised that this announcement from its Hong Kong-based parent does not signal an immediate re-brand of its business in Australia, where an announcement about its own re-brand plans will be made in the coming weeks.
