The Empire Life Insurance Co. announced plans today to use the brand name of Empire Life, replacing Empire Financial Group — the brand name used by the company since the late 1980s — effective immediately.

The change in marketing identity is another step in clarifying the position of the Kingston, Ont.-based company as an insurance and investment provider to consumers and newer distribution partners.

The new brand name was chosen to reflect the nature of the company’s business as well as its history and values, and to refresh the company’s corporate identity. It’s a change that Empire Life officials expect will go smoothly.

“Many of our clients, business and community partners and employees have been calling us Empire Life for years,” says Doug Hogeboom, president and CEO. “Changing our brand name is not going to change who we are or how we do business. We believe that living up to our brand promise of integrity, personal high-touch service, and being easy to do business with, positions us as the premier mid-sized provider in the market and is why we are one of Canada’s top ten life insurance companies today.”

With the new brand name comes a redesigned logo, with a smaller symbol, darker red colour and new typography and increased focus on building brand awareness in the marketplace.

“We market our financial security and wealth management solutions through managing general agencies and independent advisors rather than direct to the client,” Hogeboom adds, “so there is a real opportunity for us to create a stronger awareness and connection with the consumer market and new distribution markets through increased brand activity.”

The company’s legal name remains The Empire Life Insurance Co.