Aegon has marked a significant milestone in September with the rollout of a refreshed brand identity across several key business units, including Aegon Spain, Aegon UK, and Aegon Asset Management (Aegon AM). This fresh, modern look, featuring a vibrant new logo and design, is now visible online and will gradually appear in all print and digital platforms and content.
Refreshed logos for our business units and for Aegon Asset Management
This development represents the second phase of Aegon’s brand transformation, which began in June 2023 with the unveiling of the look for our holding company during the announcement of the group's strategy and organizational changes at our Capital Markets Day. The third phase will take place in January 2025, when Transamerica reveals its updated style.
Nanne Bos, Chief Brand and Communications Officer: “Aegon’s refreshed brand identity reflects our broader strategic transformation, in terms of how we conduct business, collaborate, and serve our customers, shareholders, partners and communities. It’s a visual embodiment of our commitment to promoting positive longevity, aligned with our purpose of helping people live their best lives. As the brand identity continues to be integrated across the organization, we are confident that it will energize our colleagues, inspire our customers and amplify the company’s purpose in every interaction.”
“This evolution comes at a critical time for the company. While our iconic Aegon blue logo, introduced in 1983, has long represented reliability, the modern world requires more dynamic representation. Our refreshed brand identity embraces this change while respecting our heritage.”
The new brand identity amplifies our purpose as reflected in our refreshed purpose video:
Brand identity elements
The following features of our visual identity reflect our commitment to impact and positivity:
Refreshed logos: the updated logos for the holding company and the Aegon business units reflect our heritage as symbolized by the continuation of our iconic square and Aegon brand name, while looking forward to the future with the introduction of a more friendly and contemporary composition and typeface.
Vibrant colors: our refreshed palette evokes a sense of energy and warmth, resonating with the optimism we aim to inspire.
Distinctive shapes: large, bold shapes convey our dedication to the clarity and strength in our message.
Custom font: designed for modern readability, our new Forever Forma font enhances our communications across all media.
Best Life photography: our use of realistic and relatable imagery of everyday situations that show people living their best lives.