AXA revives the Sun Life brand

AXA Sun Life Direct, best known as the leading provider of whole of life insurance for the over 50s, announces its decision to re-brand to Sun Life Direct.

At a time when prominent retail brands are disappearing from our high street, AXA has restored the well-known and long-standing Sun Life brand name.

Re-establishing the Sun Life name highlights the heritage behind the company.

The sun in the revamped logo is designed to symbolise permanence, warmth and growth, whilst retaining the AXA name under the new logo adds financial reassurance and continuity.

Mark Howes, Managing Director, Sun Life Direct, said: "We are keen to position our direct business as financially strong with a trusted pedigree developed over many years. We are keen that our customers see us as a company that appreciates their needs and concerns, and talks to them in a way they understand."

"During 2009 we also plan to test the introduction of new customer propositions, including health and general insurance. The move to Sun Life Direct provides a framework to engage and communicate this message with our sector of the market as effectively as possible."