The old protective pelican logo is now a circular bird. The bird resembles a globe, which is supposed to stress the company's international presence and its wingspan is supposed to connote security and strength, the company said. The bird faces a "nest egg," to demonstrate the company's interest in their client's well being.
"Canada Life's affiliation with the pelican image endured for 150 years," Ardyth Percy-Robb, corporate communications vice-president of Canada Life, said in a statement.
"Our new logo is not a departure from our previous images, rather it's an evolution of them -- one that respects our company's heritage while representing our vision of welcoming new challenges, investing in the future and delivering exceptional customer value as a world class financial services provider," said Percy-Robb.
Based in Toronto, the Canada Life Assurance Company is has a total of $62 billion in assets under administration. Along with Canadian operations, it has offices in the U.S., the U.K., Ireland, Germany, Brazil, the Caribbean and Hong Kong.
