CANADA LIFE DEBUTS NEW LOOK
By Adnews Staff
The Canada Life Assurance Company unveiled a new brand identity and corporate logo yesterday. The pelican image that has been featured in the insurance company's logo for the past 150 years has been replaced with a "circle-bird" icon and a new Canada Life wordmark. According to Canada Life, the circle is intended to represent the company's international presence while the bird's circled wings represent security, strength and confidence. Ardyth Percy-Robb, vice-president of corporate communications for Canada Life, said the new logo is an evolution from the firm's previous images. Canada Life used Watt International to research and test several designs. Canada Life has also re-branded several regional Web sites accessible through the company's central site at <http://www.canadalife.com>.