Sun Life Unveils Refreshed Global Brand Identity

Sun Life Financial Inc. has announced a significant refresh of its global brand identity, reflecting the company's evolution beyond its traditional life insurance roots into a broader financial services organization. The rebranding includes a new logo, the adoption of "Sunlife" as a single word, and a new global tagline, "Making life brighter."

The updated brand aims to align Sun Life's external image with its expanding capabilities in asset management, wealth, insurance, and health solutions across its international operations. The modernized logo is designed for the digital age, while the unified name "Sunlife" signifies the company's comprehensive role in clients' financial lives. The tagline "Making life brighter" encapsulates the company's commitment to helping clients navigate financial decisions and challenges with confidence.

"This is about much more than changing how Sun Life looks. It's about building a brand aligned to our Purpose and ambition for the next chapter of our company," said Kevin Strain, President and Chief Executive Officer, Sun Life. Strain emphasized that the unified global identity will foster deeper client relationships and unlock new growth opportunities.

The company stated that its core purpose remains unchanged: to help clients build lifetime financial security and lead healthier lives. The new brand identity will be implemented in phases across its global markets and client-facing channels, beginning with digital platforms. Sun Life manages approximately $1.70 trillion in assets under management as of June 30, 2026.