Sun Life Unveils New Global Brand Identity

Sun Life Financial Inc. has introduced a new global brand identity, signaling a new chapter for the company and reflecting its expanding global reach and integrated business operations. The organization is consolidating its brand name to the single word "Sunlife" and adopting the new global tagline, "Making life brighter."

The refreshed logo is intended to modernize the company's visual representation, making it more distinctive for the digital age. The unified "Sunlife" name aims to better encompass the broader role the company plays in clients' lives today, while retaining recognition of its established name. The "Making life brighter" tagline emphasizes Sun Life's commitment to helping clients move forward with confidence.

Sun Life Financial has evolved significantly from its origins in life insurance, broadening its services to include asset management, health, wealth, and insurance solutions across its global operations. The brand update aligns the company's identity with this transformation. The new brand will be implemented in phases across global markets and client experiences, with an initial focus on digital and client-facing channels.

President and CEO Kevin Strain stated that the brand evolution is about aligning the company's identity with its purpose and future ambitions. Linda Dougherty, Chief Client and Strategy Officer, added that the new identity provides a consistent platform for delivering enhanced client experiences globally. As of June 30, 2026, Sun Life Financial managed assets totaling $1.70 trillion.