Sun Life becomes Sunlife in its first major brand change in 25 years

Sun Life, the Canadian financial services company that started in life insurance and now also works in health and asset management, has unveiled a global rebrand. The two words of its name have become one: Sunlife.

What changed

Creative Bloq reports that the yellow sun disc stays but loses its inner detail, while the serif wordmark becomes slimmer, lighter and more contemporary. A new tagline, “Making life brighter”, accompanies the identity. The company describes the logo as “optimised for a digital world” and notes that the design had barely changed in 25 years.

Why the company did it

CEO Kevin Strain told The Standard that the change is “about much more than changing how Sunlife looks”, reflecting how the business has grown and become more integrated worldwide. Linda Dougherty, Executive Vice-President and Chief Client and Strategy Officer, said it creates a more modern and consistent expression of the brand around the world.

A gradual rollout

In Hong Kong the new brand will be introduced step by step through 2027 and beyond, so clients may see old and new branding side by side for some time. Some social media responses called the mark too minimal, while Creative Bloq sees the single-word name and refined serif as improvements.