Singapore’s oldest insurer, Great Eastern, has refreshed its brand identity, combining its 117-year heritage with a modern logo. The update includes a redesigned logo and a unified visual system across Great Eastern Financial Advisers, Great Eastern Takaful Berhad, and Great Eastern Cares.
The revamped logo (see below) features a more dynamic lion vector, with its mane and posture sharpened to convey courage, pride, and strength. The refresh introduces a graphic, stylised take on the lion alongside an updated typography that bolds Great Eastern’s longstanding serif font for a fresh and modern visual language. The tagline is precise, edited for clarity to ‘An OCBC Company’.
The rebrand was led by Design Bridge and Partners, who anchored the work around the concept 'Eyes on Greatness' with the goal to harmonise Great Eastern’s multiple business extensions under a single, cohesive emblem.
"Design Bridge and Partners understood our need to modernise and resonate with today's evolving audiences while staying true to the enduring values that have defined us for over a century,” said Keith Chia, head of group brand and marketing at Great Eastern.
Charlie Lowe, chief strategy officer, APAC at Design Bridge and Partners, added: “The new visual system was created not just to unify the brand across markets and modern customer touchpoints, but also to continue to ignite Great Eastern’s ‘Reach for Great’ spirit, ensuring it remains relevant for audiences today and tomorrow.”
Great Eastern, a subsidiary of OCBC Bank, is the largest life insurer in Singapore and Malaysia, with over 15.5 million policyholders and S$117 billion ($91 billion) in assets under management. The firm has recently signalled plans to expand its focus on the high-net-worth segment, positioning the refreshed brand as part of its broader growth ambitions.
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