New name and new logo in preparation for multi-billion stock market listing; Direct Line phone will be kept

Direct Line Group

RBSI entered a new era this week after rebranding the bank logo for a D-shaped rainbow-coloured logo.

Insurance Times understands there will be some modifications to the rainbow-coloured logo, but it will be broadly similar to the one pictured.

The new D-shaped rainbow-coloured logo is for the holding company.It is also understood that RBSI will mantain the phone logo for Direct Line and other brand identities will be mantained.

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As revealed by Insurance Times, parent company Royal Bank of Scotland Insurance (RBSI) has changed its name to Direct Line Insurance Group. It has trademarked the new name alongside the rainbow-coloured logo.

The newly-named Direct Line Insurance Group is likely to float in the second-half of this year to comply with a European Commission competition ruling.

The bank-owned insurer has largely purged itself of the whiplash claims that caused a £1.1bn loss in 2010.

It pulled in a £123m third-quarter profit in 2011, compared with a £33m loss in the same period in 2010.

The revelations about the new logo comes as Direct Line’s founder, Peter Wood, made changes at his new firm, esure. Wood will step aside from the chief executive role for operations boss Stuart Vann to take over.

Wood will continue as executive chairman and take a strategic role overseeing the esure.

 

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