https://www.bizjournals.com/birmingham/n...2021-09-08
One of the most well-known companies in metro Birmingham will soon have a new logo on its building and on one of the new crown jewels of the Magic City's sports scene.
Protective Life Corp., a wholly owned subsidiary of Dai-ichi Life Holdings Inc. and one of Birmingham’s largest employers is rebranding.
Over the next year, the company will introduce an updated visual identity on each of its core site offices in Birmingham, Cincinnati and St. Louis, and on Protective Stadium in downtown Birmingham.
Signage at the company’s Birmingham headquarters off U.S. 280 will be replace Wednesday, and the company will hold a sign lighting next week at Protective Stadium, which will open this year.
Protective partnered with global creative consultancy Lippincott to reimagine its identity. The company’s new logo features its name in purple lettering along with two entwined figures, representing the company’s commitment to being by each customer’s side. The company’s previous logo featured a blue arch above its name.
The company said its new brand exemplifies its 114-year commitment of putting people first, delivering on promises and striving to do more for its customers, business partners, employees and communities.
Protective President and CEO Rich Bielen said the Protective brand “needed to evolve to capitalize on our strengths, amplify who we are today and inspire our future.”
“Our branding positions us as protectors and reflects our unwavering commitment to stand by your side,” Bielen said.
The company said its rapid growth and evolution presented the need to craft a brand that would further accelerate momentum.
Protective has experienced 41% customer growth and 48% revenue increase in the past three years. The company was able to grow amid a global pandemic by accelerating its virtual workforce plans, driving technology adoption and processing increased claims during a critical time.
“Protective’s new brand will drive further growth by helping us better connect with employees, customers, partners and the community through a people-centric lens,” Bielen said. “Protective has embraced change and thrived through many challenges during its history. Over the past year, we have demonstrated our protective spirit through adaptability, resilience and ingenuity, and we have come together like never before. We knew this was the right time to build on our strengths in a way that would accelerate our momentum for the next 100 years and ultimately empower more people to become protectors.”
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Protective Life Corp. rebrands amid rapid growth
