MetLife Bangladesh today launched its new global brand platform under the tagline “MetLife. Navigating life together.” The brand brings to life MetLife’s role as a trusted partner to its customers as they navigate life’s twists and turns and includes an updated visual identity, logo, and tagline.
Around the globe, change is happening faster than ever before. MetLife conducted research among more than 55,000 customers worldwide and found one universal truth: consumers are overwhelmed with the pace of change and are looking for a trusted partner to help them navigate these changes.
“To adapt to our changing world, we are re-thinking how we do business. We are moving away from a traditional product-development model to one driven by customer insights,” said Steven A. Kandarian, chairman, president, and chief executive officer of MetLife.
To remove the complexities traditionally associated with insurance, MetLife is making substantial changes to its customer experiences. The MetLife brand refresh will ultimately impact all customer touch-points from the website to customer service to its sales process to ensure a more focused, simplified interaction.
MetLife’s new visual branding is built on a clean, modern aesthetic. The striking new brandmark brings contemporary blue and green colors together in a symbol of partnership to form an M for MetLife. The iconic MetLife blue carries forth the brand’s legacy, but has been brightened and now lives alongside a new color – green – which represents life, renewal and energy, and the vibrant life of our customers.
MetLife has been rolling out the new brand globally throughout 2017. The new design system first went live on October 21, 2016, in New York, USA.
“We are happy to officially launch the refreshed look of MetLife in Bangladesh. It’s been 65 years now that we have been serving people here. Registered first in 1952 and then in January 1974, the company was popularly known as ‘ALICO’ until its acquisition by MetLife, Inc. globally in November 2010 when it was co-branded as ‘MetLife Alico’ and later as ‘MetLife’ in 2015. So far our journey with our customers has been a trusted one. Building on the existing partnership, our new brand reflects our commitment towards our customers to help them navigate through the changing world with the help of our field force and employees,” said Syed Hammadul Karim, General Manager, MetLife Bangladesh.