Principal Financial Group
Repositioning a financial giant
The Principal Financial Group® is a leading global financial institution offering businesses, individuals and institutional clients a wide range of financial products and services including retirement and investment services, life and health insurance and mortgage banking. Headquartered in Des Moines, Iowa, the Principal Financial Group serves more than 13 million customers worldwide from offices in Asia, Australia, Europe, Latin America and the United States.
Challenges
Eleven years after the introduction of the Principal Financial Group identity, management felt it was time to assess the effectiveness of the program in light of numerous acquisitions and an expanded range of products and services.
Actions
Repositioned the company, emphasizing its broader business focus on financial services rather than insurance only
Strengthened the corporate signature and apply it across the range of businesses
Developed a new visual system and graphic standards