Sun Life rebrands globally as 'Sunlife' with new logo and tagline
Sun Life Financial unveiled a refreshed global brand on Friday, merging its name into the single word "Sunlife" with a new logo and tagline "Making life brighter." The insurer said the change reflects its growing business breadth, and the new brand will roll out gradually in Hong Kong from 2027.
Sun Life Financial unveiled a refreshed global rebrand on Friday, merging its name into the single word "Sunlife", along with a new logo and the tagline "Making life brighter."
The insurer said the move marks a new chapter for the company and reflects the growing breadth and integration of its business worldwide. Regarding the new tagline, Sunlife noted that it means helping make important decisions clearer, challenges more manageable and opportunities feel more within reach.
The refreshed brand will be introduced gradually across Hong Kong throughout 2027 and beyond, the company said. It added that clients may continue to see both the current and refreshed Sunlife branding across products, communications, digital channels and physical touchpoints during the transition.
"This is about much more than changing how Sunlife looks. It's about building a brand aligned to our Purpose and ambition for the next chapter of our company," said Kevin Strain, president and chief executive of Sunlife.
"While our look is changing, our Purpose remains the same: helping Clients build lifetime financial security and lead healthier lives. We look forward to continuing to support Hong Kong people through the opportunities and challenges that lie ahead," said Clement Lam, CEO of Sun Life Hong Kong.