After immersion into the vision and business objectives of senior executives, we conducted a global study of over 1,200 employees to understand perceived strengths and desired shifts for brand evolution. Spanning geography, business unit and tenure, it became clear employees were ready for the company’s next era — one that was global, bolder, more collaborative and more inclusive than ever before.
Principal’s new look amplifies what the company has always stood for: helping people make financial progress so they can live their best lives. The logo’s form is iconic and unique, taking inspiration from a human embrace while outlining a clear path towards progress. Its simpler and softer forms signal reduced complexity for customers. Together with the typography, it conveys a more humanistic and optimistic personality. A vibrant blue serves as a more accessible, confident and bold brand color.
The new look expresses optimism through its realistic and relatable imagery and a rich and vibrant color palette. Benefit-driven language, clear calls to action, photography and dynamic cropping create a sense of movement that inspires action. Custom illustrations are used to simplify messages, and purposeful graphics, charts and color provide audiences with quick and helpful takeaways. The guided visual experience makes the overwhelming feel achievable.