Selective Unveils New Brand Message

Selective has unveiled a new brand message “signaling the next evolution in the 93-year-old property and casualty insurance company’s brand legacy.” The redesigned logo and new tagline – “Be Uniquely Insured” – affirms the value provided by Selective and its independent agent partners to address every customer’s unique needs with customized solutions.

Selective’s new brand message was “fueled by insights” from existing and prospective business and personal insurance customers and is backed by the company’s “operational priority” focused on delivering an exceptional customer experience. Today’s customers demand their business partners know them, value them, protect them, and make it easy to do business with them – and these factors exemplify Selective’s value proposition.


The company also announced a “new unique look:”

Selective’s new logo features three distinctive dots above the Selective typeface to symbolize the connectivity between employees, independent agent partners and customers, who are the biggest dot at the forefront. This is a stance that challenges current industry norms.



“Our current and future customers are each exceptionally unique and deserve an insurance partner like Selective that understands their individuality. This is the principle behind our commitment to uniquely insure each customer and create for them a ‘one-size fits one’ risk management solution. While Selective has always put our customers first, we realize that every customer is an original, with ambitions, challenges and circumstances like no other. Getting this just right for each customer is a promise that we deliver through the unmatched collaboration between our employees, independent insurance agency partners and customers.” – Selective’s chairman and CEO Gregory Murphy. 

“Throughout our 90+ year history, our products and services have consistently evolved to meet customer needs and deliver the finest insurance experience the industry has to offer. Our brand message also needed to evolve to reflect the changing world and evolving omni-channel customer expectations. We spend every single day working to understand, anticipate and provide for the unique needs of each customer. Our new brand message more accurately reflects this commitment.” – Selective’s president and COO John Marchioni. 

Bottom Line: Different look, same template.