Friends LIfe has been formed by a merger of the UK operations of Friends Provident and the life assurance businesses acquired from Bupa and AXA UK.
The blue and white branding for Friends Life, designed by creative agency CST The Gate, features an image that represents a hug – the r overlaps the i in the brand's lettering to emphasise how the insurance company can help its five million customers "navigate their way through financial uncertainty".
Friends Life has rolled out an ad campaign, also by CST The Gate, across print and outdoor. The brand has also secured a 12-month sponsorship of Bristol Parkway rail station.
Trevor Matthews, chief executive, Friends Life, said: "We have created a new force for the life insurance industry that retains the best from a heritage that goes back over 200 years and at the same time provides a new model provider of choice for the future."