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Manulife updates global brand, marking significant milestone in its business transformation

  • New brand includes refreshed logo and visual identity that underscores focus on simplifying the complex for customers
  • Brand rollout already under way and expected to continue into 2019 across all channels


November 26, 2018


Toronto – Manulife today announced it has updated its global brand, complete with a refreshed logo and visual identity that represents the Company’s transformation into a digital, customer-centric market leader. The updates reflect the Company’s focus on simplifying the complex for customers and communicate a unified, forward-thinking approach and the Company’s commitment to innovation.


“This updated brand marks a significant milestone on our transformation journey,” said Manulife President and Chief Executive Officer Roy Gori. “However, it is even more important because of what it unequivocally says to our customers: we are here for you, and we’re focused on helping you make your financial decisions easier and lives better.”


Manulife has continued to invest heavily in redesigning its customer experience and using technology to make it easier for customers to plan for the future and protect what matters most. The Company is also streamlining its product and service offering and the number of its websites and apps, and reducing the complexity of its internal processes. Putting customers first is one of Manulife’s top strategic priorities, along with optimizing its portfolio, accelerating growth in its high-potential businesses, aggressively managing costs and building a high-performing team and culture.


“We live in a world where we’re surrounded by choice. At the same time, it’s harder than ever before to decide which products and services are best for us,” said Manulife Global Chief Marketing Officer Gretchen Garrigues. “Recognizing this reality, we are committed to helping our customers cut through the noise and make confident decisions as they pursue their life goals. Our updated brand reflects this commitment.”


Manulife’s updated brand reflects its commitment to be a unified global Company and will impact every channel and means through which the Company communicates with customers. At the same time, Manulife has a tremendous opportunity to uphold the standards it has proudly had for more than 130 years, as a Company that helps more than 26 million customers around the world with their big financial decisions. 


Manulife’s new logo and visual identity have already begun rolling out across the Company’s major offices around the world, as well as a number of its key digital properties, including The launch will continue throughout the rest of the year and into 2019 around the world.


Manulife, Manulife & Stylized M Design, and Stylized M Design are trademarks of The Manufacturers Life Insurance Company and are used by it, and by its affiliates under license.


About Manulife

Manulife Financial Corporation is a leading international financial services group that helps people make their decisions easier and lives better. We operate primarily as John Hancock in the United States and Manulife elsewhere. We provide financial advice, insurance, as well as wealth and asset management solutions for individuals, groups and institutions. At the end of 2017, we had about 35,000 employees, 73,000 agents, and thousands of distribution partners, serving more than 26 million customers. As of September 30, 2018, we had over $1.1 trillion (US$863 billion) in assets under management and administration, and in the previous 12 months we made $27.6 billion in payments to our customers. Our principal operations are in Asia, Canada and the United States where we have served customers for more than 100 years. With our global headquarters in Toronto, Canada, we trade as 'MFC' on the Toronto, New York, and the Philippine stock exchanges and under '945' in Hong Kong.


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