New York (March 9, 2016) – Today Principal® unveiled its new logo and brand identity, marking a new chapter in the company’s 137-year history. Principal launched its bold new look to 15,000 employees in a globally orchestrated celebration. The visual identity will be revealed to the world with the conversion of principal.com beginning on March 14.
Principal is a global financial services leader. Founded in 1879, the company has built its reputation on helping people around the world build, protect and advance their financial well-being through retirement, insurance, and asset management solutions.
Overtime, the company has greatly expanded the ways it helps people make financial progress, and now serves customers in more than 70 countries. With an increasingly diversified and global offering, the company wanted its visual expression to reflect its momentum in meeting client needs.
Creative consultancy Lippincott helped Principal seize the opportunities offered by the company’s growth by helping create a new logo and visual system.
The new look amplifies what the company has always stood for: helping people make financial progress so they can live their best lives. The logo’s form is iconic and unique, taking inspiration from a human embrace while outlining a clear path towards progress. The softer forms of the double “P” signal reduced complexity for its customers. Together with the typography, it conveys a more humanistic and optimistic personality. A vibrant blue will serve as the company’s brand color.
Michael D’Esopo, Senior Partner, Lippincott, said: “The new identity provides greater unity and consistency as Principal presents itself as one global brand. It is just the first step in a brand transformation that will focus on improving the customer experience. We are proud to partner with Principal on this journey and look forward to what’s to come.”
Beth Brady, CMO, Principal, adds: “Brand is first and foremost an expression of who you are as a company. It’s what you stand for. The work we did with Lippincott helped us to bring our brand to life in a fresh, contemporary way.”
Lippincott is a global creative consultancy that helps leaders achieve meaningful and enduring impact. We uniquely combine the rigor of a management consulting firm with the creative excellence of a design agency to build complete, authentic brands. As an industry pioneer for over 70 years, we have established committed partnerships with the world’s leading brands, including 3M, Delta, eBay, Samsung, Starbucks and Walmart. Our approach integrates the disciplines of strategy, design, innovation and organizational engagement to help leaders realize new possibilities for lasting growth and differentiation. Lippincott is part of Oliver Wyman, a wholly owned subsidiary of Marsh & McLennan Companies.
Principal Financial Group® (NYSE:PFG) helps people and companies around the world build, protect and advance their financial well-being through retirement, insurance and asset management solutions that fit their lives. Our employees are passionate about helping clients of all income and portfolio sizes achieve their goals — offering innovative ideas, investment expertise and real-life solutions to make financial progress possible.