The Guardian ‘G’ became the symbol of re-invention, and the original colours of black and gold were reintroduced. The date 1821 takes its place as part of the identity, reaffirming the brand heritage and everything is underpinned by a clear promise of ‘Life. Made Better’.

Black and white photography lets the brand project quality, while the messaging strategy amplifies every point of difference by comparing the ‘Typical Way’ insurers do business with the ‘Guardian Way’ of doing business.

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British Friendly

The out-of-date problem.


The choice problem.