London-based Benfield, the world’s third largest insurance intermediary, has decided to drop references to Benfield Grieg, its U.K. brand name and Benfield Blanch, as it is known in the U.S. following its acquisition of W.R. Blanch, and become just plain Benfield.
The company said the new brand identity would consolidate the company’s offerings around the world under the single name of Benfield. It also introduced a new logo eliminating references to Greig or Blanch.
Chief Executive Grahame Chilton stated: “Part of our growth over recent years has been though acquisitions and with both Greig Fester and E W Blanch we managed to achieve integration without losing the unique strengths of those accomplished businesses. We have now concluded it is time to start the next chapter of our story by unifying all our broking and related activities under a single global brand identity.”
The company said that the Benfield brand was adopted after “extensive internal research was carried out to establish a single global set of values, which were then used to form the conceptual thinking underpinning the Benfield brand. Accordingly the new logo comprises a clear, crisp font, an image of an arrow pushing up at 45 degrees to break out from the box, thereby symbolising Benfield’s role as a market leader, opinion former, problem solver, solution provider and forward thinker.” Benfield employs over 1,700 people based in over 30 locations worldwide.
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