Today, we’re excited to unveil a refreshed brand identity for Central Insurance, including an updated logo and a new tagline: Excellence is our policy.
These four words encompass the most fundamental of our core values as a company, honoring the trust you place in us each day.
This wasn’t a change we took lightly. Like everything we tackle, we approached our brand refresh with the mindset that anything worth doing is worth doing well.
Our new branding needed to capture the essence of Central. We wanted to make everyone – no matter where they were – feel the same as they would walking into our home office: impressed, maybe a little bit surprised, and excited for the future. And so, in 2019 when former President Bill Purmort kickstarted the process of evaluating our brand identity, he began by turning to the people who embody our values the most: our team members and our agents. We spoke at length with both, uncovering the qualities they believed were truly at the heart of Central.
What we found was not a surprise. Our culture, our relationships and our commitment to quality – these are the keys to our success. As former CMO and current President Evan Purmort took on the rebrand initiative in 2020, one thing became clear: excellence isn’t just our goal, it’s our policy.
Whether its adopting new technology or taking our customer service to the next level, we’re always looking for ways to elevate the experience for our policyholders and agents alike. This refresh is a chance to match our branding to that high caliber of service we’ve offered for more than a century.
So, what can you expect with the launch of our refreshed brand? First, our updated logo, as well as a new logo for the myCentral app, will be incorporated into your Central experience. You’ll also see our new tagline take center stage.
Moving forward, we may have a new look but you can rest assured our longstanding and unwavering commitment to integrity, relationships and excellence is one thing that will never change. It’s the core of everything we are, everything we do and everything you can continue to expect as a valued member of our Central family.
For more than 140 years, we’ve honed our craft, taken care of the details and never settled for second rate. As a result, Central Insurance provides coverage that agents are proud to carry and customers ask for by name. What we do, we do well—because excellence is our policy.
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