Sun Life Financial Inc. said Oct. 15 it will use Sunlife as its global brand name, updating its identity to reflect a business spanning insurance, asset management, health and wealth.
The Toronto announcement pairs Sunlife with a reworked sun-and-globe symbol and the tagline “Making life brighter.” Sun Life says the updated emblem is designed to stand out more clearly and work better on digital screens. The company links the tagline to its stated aim of helping clients secure their finances over a lifetime and live in better health.
Kevin Strain, Sun Life’s president and chief executive, said, “It's about building a brand aligned to our Purpose.”
The rollout will move through Sun Life’s markets, business lines and customer touchpoints over time, starting with online services and other channels customers use directly. The company said its existing identity and Sunlife may both appear during the transition. It has not published market-specific dates or stated the refresh’s cost or expected financial effect.
Sun Life reported C$1.70 trillion in assets under management as of June 30, 2026, in an Aug. 26 release.
