Reimagining heritage brand amidst change

An interview with InLife Executive Chairman Nina D. Aguas

Insular Life, an iconic Filipino brand, has entered its 108th year, and with it a refreshed look. Why did you see the need to change your corporate logo?

When I became part of the Insular family in 2016 as its CEO, not only did I confirm its financial strength, but I was pleasantly surprised to find out that it has a young employee force, it is well advanced in its policy administration system, it has made inroads in the digital platform, its turnaround time for benefit payments is among the best (if not the best) in the industry, there is work-life balance, and a culture of respect for the individual.

As Insular Life is strong and durable, this gave us the cushion to pivot, introduce best practices, innovate and transform— something that we cannot do if the company were not standing on solid foundations. And so, we immediately created the road map for Insular Life's dual transformation, that will enable us to revitalize today, while developing the business model of the future.

Thus, we deemed it necessary that as part of this transformation ambition, we refresh our

brand identity, starting with the name: InLife. The refreshed brand will represent the new realities of our workforce, our products and services, and our distribution channels. It will represent our dynamism and capability to deliver insurance and financial solutions, as appropriate for our market and in a manner that is most convenient for them.

The new corporate logo uses vibrant colors, but it still uses the eagle as your icon. Can you share the story behind this?

Yes, we retained the Philippine Eagle as our icon because it is our connection to our Filipino heritage, as well as to our corporate heritage, as the eagle was the very first symbol used when the company was established in 1910.

We took the creative license to make a vector image of the eagle to make it look younger and friendlier. The eagle with its keen eyes symbolizes courage, strength, and immortality. It is also considered the “King of the Skies” and messenger of the higher gods. With these attributes, the eagle became a symbol of power and strength in

You also have a new tagline: A Lifetime for Good. How does that relate to the company?

Together with the refreshed logo is the tagline: A Lifetime for Good. We define ourselves by the good we bring to our policyholders, the bigger communities, and our country.

As a life insurance company, we have products and services which inherently bring good to the individual and his/her family. As a Filipino institution that has been here for over a century, we have done good to the greater community, and the country, beyond business considerations. Thus, through our industry, our products and services, our innovation, and transformation, we are and will be bringing the good today, and in the future… for life.

On our 108th year, we're committed to face the challenges of a digital world. And it starts with how we present ourselves.

Our eagle is no longer confined within its borders, dramatizing an expansion in our reach across horizons as we evolve to become a fully digitized company.

The eagle's new look is inspired by the intersecting circles of The Seed of Life, a universal symbol of creation and new beginnings.

Bolder fonts mirror the bold direction our company is moving towards as it navigates through the digital age.