Insignia Financial Gets A Brand Makeover After 176 Years In The Game

Branding design agency, Principals has developed a new brand identity for Aussie financial services stalwarts, Insignia Financial, formerly IOOF.

Insignia Financial is an ASX 200 listed financial services company, and was founded way back in 1846 as the Independent Order of Odd Fellows (IOOF).

Today the business has more than two million customers and $A325 billion in funds under management and administration.

In December 2021, the business began a transition from IOOF to Insignia Financial. With the logo already in place, Principals was brought in to develop the supporting identity.

“Rebranding a 176-year-old institution is a bold move and we’re extremely pleased to have had Principals join us for this part of the journey,” said Insignia Financial chief corporate affairs and marketing officer, Sawsan Howard.

“They have exceeded our expectations, delivering a new brand that speaks to confidence, distinctiveness and creativity. Principals has also provided the tools to enable us to embed our new brand into the organisation, laying the groundwork for a bright future.”

Working with the new logo, developed by Insignia’s in-house team, Principals developed the brand’s identity, narrative and its various applications to build a brand that employees and clients can rally behind and believe in.

Principals also worked with Insignia Financial’s product roadmap team across the investment and retirement portfolios to strategically streamline the brand architecture for simplicity and growth delivering a suite of assets for the identity, guiding principles and collateral for the business to implement.

Principals’ in-house language arm XXVI is currently refreshing the brand’s tone of voice and guidelines.

Principals Executive Creative Director Simon Wright said: “It was a complete joy to work with the team at Insignia. We are so proud of what we’ve achieved together – the success of this project is the result of genuine collaboration,” said Principals executive creative director, Simon Wright.

“The Insignia Financial brand reflects the values of the business: human, collective, belonging, future-focussed and uniquely unexpected.”

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