With a new logo, the unified brand name Sunlife, and the tagline “Making life brighter”, Sunlife is opening a new chapter in its global journey, reaffirming its ongoing commitment to helping Clients build a stronger financial future and enjoy brighter lives.
- The new logo modernizes Sunlife’s iconic sun symbol, making the brand more distinctive and recognizable in the digital age.
- Writing the brand name as one word, “Sunlife,” reflects the company’s transformation and expanding role in meeting Clients’ increasingly diverse needs, while preserving the values and trust that have defined the brand.
- The new global tagline, “Making life brighter” reinforces Sunlife’s commitment to helping Clients move forward with confidence.
HONG KONG – (October 16, 2026) – Sun Life Financial Inc. (“Sunlife”) today unveiled its new global brand identity, marking an important milestone in the organization’s evolution and reflecting its increasingly comprehensive role and more closely connected businesses worldwide.
From its origins as a life insurance company, Sunlife has continued to evolve, expanding its global presence and capabilities across asset management, health, wealth management, and insurance. Asia has played a significant role in this growth journey. Sunlife Asia currently serves more than 30 million Clients across eight markets and contributed 18% of the company’s underlying net income in 2025, up from 15% in each of the two preceding years.
The new brand identity has been designed to reflect this transformation through a more modern, streamlined logo optimized for digital environments, alongside the new global tagline, “Making life brighter”. The global brand name has also been consolidated into a single word: “Sunlife”. Together, these changes create a more modern, distinctive, and consistent brand image worldwide.
Kevin Strain, President and Chief Executive Officer of Sunlife, said:
“This is about more than a change in our brand’s appearance. It is about building a brand that reflects our Purpose and ambitions for our next chapter of growth. By bringing the strength of Sunlife together under one clear, unified global identity, we can build deeper relationships with Clients, meet more of their needs, and unlock new growth opportunities. That is what this transformation represents, and it is the future we are working toward.”
At the heart of the new brand identity is the tagline “Making life brighter”—a concise yet meaningful expression of the value Sunlife aims to deliver every day. It means making important decisions clearer, challenges easier to overcome, and opportunities more attainable.
The tagline is also closely connected to Sunlife’s Purpose: to help Clients achieve lifetime financial security and live healthier lives. Through tailored solutions and professional advice, Sunlife aims to be a trusted partner, standing alongside Clients as they navigate important moments and decisions in their lives and businesses.
David Broom, Executive Vice-President, Clients and Distribution, Sunlife Asia, said:
“Sunlife has been present in Asia for more than 130 years, longer than any other global life insurer, and we are proud of our rich history and the trust people have placed in our brand. Our new Sunlife identity reflects the organization we have built in Asia today—more connected, more digital, and better positioned to support Clients through every stage of their financial journey.”
The new brand identity also reflects Clients’ changing needs and expectations. New global research commissioned by Sunlife shows that consumers increasingly want more comprehensive support.
Across Asia, nearly two-thirds of respondents (62%) said their health affects their financial situation, while a similar proportion reported that their financial situation has a significant impact on their health. The survey also revealed strong demand for integrated solutions, with nearly three-quarters of respondents (72%) wanting support that addresses their health, financial, and protection needs together rather than treating each area separately. This figure is significantly higher than in North America (47%) and above the global average (65%).
David Broom added:
“Across Asia, people are living longer, building more wealth, and facing increasingly diverse and complex financial needs. In this environment, Clients are looking for more than standalone solutions. They want a simpler, more connected, and more convenient financial experience. With our comprehensive capabilities across insurance, asset management, and financial advice, we support Clients through every important decision, helping them move forward with confidence toward a more secure and brighter financial future.”
As the Sunlife brand enters this new chapter, its commitment to helping Clients build a stronger financial future remains unchanged. The new identity will bring this commitment closer to Clients through a more modern, consistent, and connected experience worldwide.
The rollout of the new brand identity will take place in phases across markets, business units, and Client touchpoints, with priority given to high-impact digital platforms and direct engagement channels. During the transition, Clients and the public may see both the existing brand identity (“Sun Life”) and the new identity (“Sunlife”) across different platforms and touchpoints.
To learn more about the refreshed Sunlife brand, including its new logo, tagline, and brand story, please visit sunlife.com.vn
Read the original Vietnamese press release by Sunlife here: sunlife.com.vn/vn/ve-chung-toi/tin-tuc-su-kien/2026/sunlife-ra-mat-nhan-dien-thuong-hieu-moi-tren-toan-cau/