Founded in 1983, Aegon is one of the world’s leading insurance companies specialising in life insurance, pensions, and asset management. 

With the completion of the combination of Aegon’s Dutch businesses with a.s.r, Aegon has entered a new chapter of its transformation journey to build leaders in investment, protection, and retirement solutions across its chosen markets. To signal the strategic changes and to better reflect the company’s shift from an integrated financial services group into an active holding company, Aegon launched a refreshed logo and a distinct, modern visual identity on its Capital Markets Day (June 22, 2023).

As a Senior client manager at Total Design I was responsible for the overall rebranding process. I discussed strategic goals with the client, translated them into briefs for creative team, set up budget and developed project roadmap, organised brainstorm sessions, review process and final delivery of the assets. Overall everything from strategic problem to creative idea to actual designs. I was lucky to work in a partnership with this amazing client together with a very talented creative team at TD. 

Nanne Bos, Aegon’s Chief Communications Officer explains: “The Aegon logo was designed in 1983 – and although its foundations are still strong today, it did not evolve over the past 40 years. Our new logo builds on our iconic brand identity and brings us to the 21st century. It reflects our ambition to deliver on our purpose of ‘Helping people live their best lives’. Moreover, it underscores the transformation in an active holding company with a diverse portfolio of leading businesses.”

It was important to develop new visual identity which would reflect this new strategy in a distinctive way, visual identity which would distinguish group-level brand from the market brands, yet it would act as a connective entity.

Together with the client we made a design to switch to a lower case, following the general trend of brand communication, the point of view changed from “we” to “you”.

Project

With in the scope of the project was developed full VI system for the global Aegon brand, including set of interactive guidelines, which now live on the brand portal of Aegon, photography and illustration style, motion design, design system for corporate website and   me and my team prepared all the materials for big unveil moment at Capital Markets Day 2023.