SBLI refreshes brand identity

Life insurance company SBLI has launched a new brand identity, marking a “renewed expression” of its mission to offer “Simply Better Life Insurance.”

Updates have been made to SBLI’s visual identity, such as its logo and brand colors, as well as its voice and tone used across communications.

SBLI was founded in 1907 by eventual United States Supreme Court Justice Louis Brandeis. Since 2017, SBLI has operated as a mutual company, owned by its policyholders.

“Since 1907, families have trusted SBLI to make life insurance simple, reliable, and personal. Our refreshed brand carries that promise forward with even greater clarity. We want customers and partners to see in our brand what they experience with us every day: protection that’s easy to understand and built on trust that lasts for generations.” – Jim Morgan, president and chief executive officer of SBLI.

“With this brand refresh, we’ve aligned SBLI’s visual and tonal identity into one clear system — from a modernized wordmark and bolder use of color to a warmer, more consistent voice. It gives us a flexible, digital-forward platform to connect with today’s customers and partners, while remaining closely tied to our past. We believe it’s Simply Better Life Insurance.” – Paul Pennelli, vice president of marketing at SBLI.