Following the acquisition of Cologne Re by the General Reinsurance Corporation we built a brand strategy and created a new company name and identity. We also developed a range of communications materials to launch the brand internally and externally.

Situation

In 1994, General Reinsurance Corporation, one of North America’s largest reinsurance companies, acquired the world’s oldest re-insurer, Cologne Re, of Germany. Despite vast cultural and historical differences, a careful review of the business, cultures and behaviors within the company and research among clients and prospects revealed many common elements among the various parts of the company.

Both organizations enjoyed a position of strength in the marketplace. and to an unusually large extent, the corporate cultures of both organizations were driven by the character and quality of the employees. In fact, the experience and dedication of the companies’ personnel became a clear point of differentiation for the merged entity — The people behind the promise.

Solution

We worked with the client leaders to create a new company name, GeneralCologne Re. While simple, it was vitally important to retain the literal and cultural elements of both General Re and Cologne Re.

With a solid brand strategy as a foundation, we created a new corporate identity with a thoroughly modern yet human feel, reflecting many of the new ideas within the company. The icon evolved from General Re’s longstanding lamp symbol to an almost human figure lighting the way. Even the use of a highlight color element is seen as a beacon of passion and vision.

GeneralCologne Re leaders also instituted a comprehensive internal launch and have supported that effort with a wide range of communications and actions including frequent contact with every associate in the company, reinforcing the importance of the brand in every aspect of the business.