New branding, logo for Birmingham’s Protective Life

Logo will be seen on headquarters, new downtown stadium.

Protective Life’s new logo.

Protective Life Corporation, a 114-year-old company based in Birmingham, is unveiling a new brand identity today, including the logo that will be displayed on each of the company’s core office sites and on the new Protective Stadium in downtown Birmingham.

Protective partnered with creative consultants Lippincott to come up with the new branding, which plays off the tagline, “We’re all protectors,” allowing employees, clients and others to see themselves as part of the Protective story.

“At our core, there is a protector in each of us. At Protective, we have always believed in helping more people achieve a level of protection that makes a real impact on their lives,” said Rich Bielen, Protective president and CEO. “We’ve been putting people first for more than a century – that will never change. The Protective brand needed to evolve to capitalize on our strengths, amplify who we are today and inspire our future. Our branding positions us as protectors and reflects our unwavering commitment to stand by your side.”

In addition, the new brand highlights Protective’s dedication to its customers.

“Protective’s new brand will drive further growth by helping us better connect with employees, customers, partners and the community through a people-centric lens,” Bielen said. “Protective has embraced change and thrived through many challenges during its history. Over the past year, we have demonstrated our protective spirit through adaptability, resilience and ingenuity, and we have come together like never before. We knew this was the right time to build on our strengths in a way that would accelerate our momentum for the next 100 years and ultimately empower more people to become protectors.”

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For more about Protective’s new brand, you can watch this video.

Founded in 1907, Protective Life Corporation offers life insurance, annuity solutions and asset protection. The company has more than 3,600 employees with headquarters in Birmingham and core sites in Cincinnati and St. Louis.

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