Legal & General: Brand is everything

Agency: Smith & Milton
Client: Legal & General
Category: Brand and identity, Design and implementation over £100,000

Executive summary

'Our vision is to be the UK's outstanding risk, savings and investment management group - it is vital we have a strong, consistent and relevant brand.' - Tim Breedon, Chief Executive - Legal and General

If the DBA ever needed a paper on brand being more than just a logo, then this is it.

In 2009, following an extensive programme of research and planning, Legal & General launched 'Every Day Matters' the organising thought and visual identity around which the business planned to deliver its objectives.

In 2010, the Chief Executive, Tim Breedon, outlined the boards' primary objective: for Legal & General to become a single brand. For a business as complex as Legal & General, this was never going to be a quick and easy task.