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Case: The Phoenix Companies 2006
2006 2001 1992 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. CREDITS Landor (NY) CASE INFO Submitted by: Tony Spaeth, 14/11/2006 |
MATRIX DATA
DRIVERS | TOOLS | ||
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 | ||