Legal & General: Brand is everything

Legal & General (L&G), a UK financial services firm, decided to become a single brand, with a single visual identity.

Legal & General: Brand is everything

Agency: Smith & MiltonClient: Legal & GeneralCategory: 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...

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