Beazley rebrands

New visual identity promotes integrated underwriting and claims teams

London, February 11 2008

Beazley Group plc, a leading specialist insurance company with operations in the UK, US, France, Singapore and Hong Kong, has chosen a radically new visual identity to emphasize its distinctive position in the global insurance market. 

Founded in 1986, Beazley has long been known in the Lloyd’s market as a leading underwriter of complex risks, including professional and management liability, commercial property, marine and energy, political risks, and reinsurance.  More recently, Beazley has been expanding in the United States.  In 2005 Beazley Insurance Company, Inc became the first subsidiary of a Lloyd’s-based insurance group to be licensed to underwrite risks on an admitted basis in all 50 states.

The new Beazley brand underscores the expertise and creativity that the company’s underwriters bring to underwriting each and every risk.  The new Beazley logo is formed from a continuous single line (“the Beazley line”), which also forms a series of freehand drawings illustrating the company’s areas of expertise. The new style will help Beazley sub-brand the group’s integrated teams of underwriters and claims experts by developing unique images for the trading teams. 

Beazley Group director Nicholas Furlonge said:  “The new style and use of illustrative imagery fits well with our corporate culture. It enables our trading teams to take ownership of their own visual identity while clearly being part of the Beazley brand.”

The new Beazley visual identity was developed in collaboration with Williams Murray Hamm, the award-winning design firm.  

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