PensionBee unveils new logo and brand refresh ahead of big growth year

Rachael Oku

by , Head of Brand and Communications

13 Jan 2020 /  

Jan 2020

PensionBee logo

The UK’s leading online pension provider has refreshed its brand to better reflect its identity.

The redesign follows PensionBee’s transition from young startup to the UK’s leading online pension provider. Since founding in 2014, the company has grown to over 65,000 active accounts and over £750 million in assets under administration. PensionBee expects to double in size over the course of 2020.

The brand refresh puts a stronger emphasis on the ‘bee’, which subconsciously conjures thoughts of happiness, warmth as well as hard work, all of which reflect PensionBee’s identity. Connecting this to the universally understood concept of ‘pensions’ was at the basis of the brand refresh.

Speaking on the rebrand, Jasper Martens, Chief Marketing Officer said “The initial branding originated from the early days of PensionBee, reflecting only our core pension consolidation service. In line with the needs of our customers, the company has evolved to a full-service pension provider, offering contributions, planning tools, responsible investing and withdrawals. 2020 will be a big year for us and ahead of our growth push, it was important to make sure the brand reflects our values and unique identity, better preparing us to serve the UK’s pension consumers”.

Matt Loft, Head of Design added: “From the start, customers loved their dedicated Beekeeper (Customer Success Manager) and their BeeHive (online account) so we included these ‘bee’ elements in our brand refresh. We also chose a new font that is much more open, inclusive and friendly, whilst maintaining a professional appearance and reflects our company values”.

The brand refresh was completed internally alongside feedback from PensionBee customers. The new branding will be rolled out across the website, mobile app and on billboards across the UK from Monday 13th January.

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