Sun Life Unveils Refreshed Global Brand: One-Word 'Sunlife' Name and 'Making Life Brighter' Tagline
Sun Life Financial Inc. on October 15 unveiled a refreshed global brand in an announcement distributed via PR Newswire and CNW. The company is bringing its name together as one word, 'Sunlife,' modernizing its sun globe logo for a digital world, and adopting a new global tagline, 'Making life brighter.' Sun Life Financial Inc. trades on the Toronto, New York and Philippine stock exchanges under the ticker symbol SLF.
According to the announcement, the refresh reflects how far the business has grown beyond its traditional life insurance roots, with operations across asset management, wealth, insurance and health in markets including Canada, the United States, the United Kingdom, Ireland, Hong Kong, the Philippines, Japan, Indonesia, India, China, Australia, Singapore, Vietnam, Malaysia and Bermuda. As of June 30, 2026, the company had total assets under management of $1.70 trillion Canadian.
President and Chief Executive Officer Kevin Strain said in the announcement that the change is about more than how the company looks, describing it as building a brand aligned with the company's purpose and ambition for its next chapter, and bringing its strength together under one clear global identity. Linda Dougherty, Executive Vice-President and Chief Client and Strategy Officer, said the new tagline captures the clarity, confidence and connection the company wants each client experience to deliver. Chris Hewitt, Senior Vice-President and Global Chief Client Experience and Marketing Officer, said the refreshed identity gives the company a bolder, more distinctive way to connect with clients and employees worldwide.
The company said the refreshed brand will roll out in phases across its global markets, businesses and client experiences, beginning with high-impact digital and client-facing channels, and that audiences may see both the previous and refreshed branding during the transition. Its stated purpose — helping clients build lifetime financial security and lead healthier lives — remains unchanged. Details of the new logo, tagline and brand story are posted at sunlife.com.
Source: GSM · USA (original Chinese edition)
Photo: 图：Sunlife 10月15日发布的全球新品牌标志与新口号「Making life brighter」。图片来源：Sun Life Financial Inc. 官方发布（经 PR Newswire） / Photo: The refreshed Sunlife global brand logo and 'Making life brighter' tagline released on October 15. Source: Sun Life Financial Inc., official release via PR Newswire.
