Aviva is a British multinational insurance company created by a merger of Norwich Union and CGU plc, which were two insurance firms in Britain, in the year 2000. The company’s main activities are the provision of life and general insurance, fund management services, and long-term savings products. It ranked sixth in the list of the world’s largest insurance companies. This ranking is measured by their net income and the number of customers, which actually reached 43 million in 21 different countries. It is now the market leader in terms of life, pensions, and general insurance in the United Kingdom and has expanded their business in North America, Asia, and Europe. It has about 36,000 employees and is headquartered in London, United Kingdom.
Design Elements of the Aviva Logo
The name Aviva was formed in May 2002. The company originally bears the name CGNU plc but the shareholders started to vote for a name change and in April 2002, the company was then named Aviva plc. Aviva is an invented word derived from the Latin word “viva” which means life. This was then designed to be quite short and memorable worldwide. The company later on announced that they will be using the name Aviva as their worldwide consumer-facing brand, which also appears in the Aviva logo.
Color of the Aviva Logo
The Aviva logo has three colors namely blue, yellow and green. The color blue in the Aviva logo sparks the feeling of authority and security, as well as success. This color gives a calming effect that would most likely provide assurance to their clients. The color yellow in the Aviva logo promotes happiness and warmth while the color green in the logo represents life and renewal. Aviva wants the people to know that they are secured through their insurance products and the other services that the company is offering. Through the Aviva logo, they also show their authority and sends a message that they value the trust given to them by their clients. Aside from that, Aviva wants their customers to be secured, thus, providing them the best products and services.
Bold Letters in the Aviva Logo
The word in the Aviva logo is in bold font to put more emphasis on the name, thus, catching the attention of more people.