Gottschalk+Ash was approached by the London Life Insurance Company to refresh and reposition its widely recognized Freedom 55 brand. One of the goals was to change perception of an insurance product to a broad array of financial products and services available to Canadians at any stage of their lives.
Validated through extensive market testing across Canada, the bird image is drawn in perfect triangular proportion, with wings stylized in three horizontal stripes — imparting a heraldic feel. The front of the symbol is more naturalistic, giving it a sympathetic, approachable quality. With its orientation to the right, the bird looks forward to a financially secure future.