New visual identity signals change for Empire Life

Kingston, Ontario – June 16, 2011 – The Empire Life Insurance Company (Empire Life) wants to make it easier for Canadians to navigate the world of financial services.

The company has introduced a new visual identity as a signal that further changes are underway to provide customers with a higher level of expertise, and simple, easy-to-understand information and solutions.

“The world of financial services has become a very complex place,” says Les Herr, President and CEO. “We need to make it easier for our customers to make smart, informed financial decisions that will help them build wealth and protect their financial security for the long-term. We are working hard in every area of our company to provide a better experience for our customers and distribution partners.”

“This is a journey and our new visual identity is simply a signal of what we�re doing within our organization to deliver on our promise,” says Herr. “But we�re still the same company at heart. We’ll continue to be the type of company our customers and distribution partners want to do business with, with competitive products and with people who are approachable, available and ready to help.”

The company’s new logo features a circular symbol made up of three waterdrops, one blue and two green. Together, they symbolize integrity, care and partnership. The company’s website,, has also been refreshed with the new look and feel, new content and improved navigation.

There are no changes to customers’ policies or company contact information.

About Empire Life

A subsidiary of E-L Financial Corporation Limited and in business since 1923, Empire Life helps Canadians build wealth and protect their financial security with competitive individual and group life and health insurance, investment and retirement products. The company’s vision is to be the leading, independently-owned, Canadian financial services company committed to simplicity, being easy to do business with and having a personal touch.