As an Art Director, I’ve led the visual aspect of rebranding this 200+ year-old company with 23 local subsidiaries, overseeing the entire design process. This included managing a long design journey to create a unified visual identity, conducting testing to refine logo and branding choices, and organizing nationwide group discussions to gather feedback from stakeholders and customers. My role was crucial in ensuring the new brand name and design respected the company’s legacy while modernizing its image across all subsidiaries.
Länsförsäkringar starts using LF as a communicative name.
In 2023, local regional insurance companies started using LF as their communicative name. First out was Länsförsäkringar Skåne, which changed its name to LF Skåne on 19 June.
Länsförsäkringar wants to increase awareness of its broad offering in banking, pensions and property brokerage, while maintaining a strong position in insurance. By expanding the use of Länsförsäkringar’s abbreviation LF, the brand is be better adapted to a digital experience and can be more easily linked to the entire offering today and in the future.
LF is already an established abbreviation of Länsförsäkringar and is used by customers, the media, the industry and employees. Each company decides whether, at what pace and to what extent the transition to the communicative name LF will take place. This means that LF will live in coexistence with the name Länsförsäkringar.
Elias Fredin 