One of India's leading private life insurance companies, HDFC Life wanted an identity that built upon the significant visual equity of HDFC Bank; the red and blue color palette and the recognizable square mark that stood for quality and trust.
The HDFC Life mark combines two dynamic forms into a square frame. The shape functions both as a monogram and a memorable symbol that graphically illustrates the brand promise of security, assurance and protection; and this is further built upon through the rest of the brand communication.
The logotype and the tagline Sar Utha Ke Jiyo (Live with Pride) were carefully handcrafted to suggest warmth, empathy and a personal touch.
HDFC Standard Life Insurance