Sunlife unveils new global brand
Sunlife (SLF) unveiled a refreshed global brand featuring a redesigned logo, a one-word brand name and a new tagline.
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Sunlife (SLF) unveiled a refreshed global brand featuring a redesigned logo, a one-word brand name and a new tagline. The identity retains the sun globe design and introduces Making life brighter as its global tagline. The company said the changes reflect its evolution beyond traditional life insurance into asset management, health, wealth and insurance.
The rollout will proceed in phases across global markets and businesses, beginning with digital and client-facing channels. Previous and refreshed branding may appear together during the transition.
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New logo, Sunlife name and Making life brighter tagline reflect the evolution of the global organization and its commitment to Clients
- New logo modernizes Sunlife's sun globe design, creating a more distinctive look for an increasingly digital world.
- Sunlife as one word, reflects the broader role the company plays in Clients' lives today while maintaining its connection to a trusted name.
- New global tagline, Making life brighter, captures Sunlife's commitment to helping Clients move forward with confidence.
Sunlife has evolved well beyond its traditional roots in life insurance, expanding its global reach and capabilities across asset management, health, wealth and insurance. The refreshed brand brings the company's identity in line with that transformation through a modernized version of its logo, simplified and optimized for a digital world, alongside a new global tagline, Making life brighter. The company is also bringing its global brand name together as Sunlife, one word. Together, the changes create a more modern, distinctive and consistent expression of Sunlife around the world.
"This is about much more than changing how Sunlife looks. It's about building a brand aligned to our Purpose and ambition for the next chapter of our company," said Kevin Strain, President and Chief Executive Officer, Sunlife. "By bringing the strength of Sunlife together under one clear global identity, we create deeper relationships, serve more of our Clients' needs and unlock new opportunities for growth. That is the opportunity behind this evolution and the future we are building toward."
At the heart of the new brand is Making life brighter, a simple expression of the impact Sunlife strives to have every day. It means helping make important decisions clearer, challenges more manageable and opportunities feel more within reach. It also connects directly to Sunlife's Purpose: helping Clients build lifetime financial security and lead healthier lives. Through trusted advice, solutions and support, Sunlife aims to be an active and trusted partner helping Clients navigate the moments and decisions that shape their lives, or their businesses.
"A great brand isn't defined by a logo. It's defined by the experiences it creates," said Linda Dougherty, Executive Vice-President, Chief Client and Strategy Officer, Sunlife. "Making life brighter captures what we want every Sunlife experience to deliver for Clients: greater clarity, confidence and connection. Our new identity gives us a powerful, consistent way to bring that commitment to life around the world."
While Sunlife's brand is evolving, its commitment to delivering on its Purpose remains unchanged. The refreshed brand will bring that commitment to life through a more modern and consistent Sunlife experience around the world. It will roll out in phases across global markets, businesses, and Client experiences, beginning with high-impact digital and Client-facing channels. During the transition, audiences may see both the previous and refreshed Sunlife branding across different touchpoints.
"This is an exciting step forward for the Sunlife brand," said Chris Hewitt, Senior Vice-President, Global Chief Client Experience and Marketing Officer, Sunlife. "Our refreshed identity gives us a bolder, more distinctive way to connect with Clients and employees and express what Sunlife stands for around the world. The launch marks the beginning of the journey, and we look forward to seeing the brand come to life in the months ahead."
Learn more about Sunlife's refreshed brand, including its new logo, tagline and brand story, at sunlife.com.
About Sunlife
Sunlife is a leading international financial services organization providing asset management, wealth, insurance and health solutions to individual and institutional Clients. Sunlife has operations in a number of markets worldwide, including Canada, the U.S., the United Kingdom, Ireland, Hong Kong, the Philippines, Japan, Indonesia, India, China, Australia, Singapore, Vietnam, Malaysia and Bermuda. As of June 30, 2026, Sunlife had total assets under management of
Sun Life Financial Inc. trades on the Toronto (TSX), New York (NYSE) and Philippine (PSE) stock exchanges under the ticker symbol SLF.
Note to editors: All figures in Canadian dollars.
To contact Sunlife media relations, please email Media.Relations@sunlife.com.
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SOURCE Sun Life Financial Inc.