AXIS Capital Holdings is refreshing its image, literally. The Bermuda-based specialty insurer and reinsurer said it is giving its brand a newer face, in part, through a revamped logo and website.
“Our new visual identity builds on our storied history and strengths, but breaks out to reflect AXIS’ bold actions and future,” Albert Benchimol, AXIS’ chief executive officer and president, said in prepared remarks. “It represents the transformation underway at AXIS and the specific actions we’re taking to unlock our potential.”
Michiko Kurahashi, AXIS’ chief marketing Officer, explained that the updated branding and logo (a slanted blue ring with the name AXIS in black type in the middle) are designed to communicate AXIS’s push to break down boundaries and embrace change.
“They help convey we’re a company focused on applying a forward-looking, innovative and agile approach to today’s challenges,” Kurahashi said in prepared remarks.
AXIS launched the new visual identity and website in conjunction with a brand awareness video campaign targeted to strategic business partners. The main slogan from this video: “Change Never Rests. Neither Will We.”
The new marketing push also dovetails with AXIS’ April 29 London-office move to the Scalpel, a building in the heart of London’s insurance district.
AXIS Capital booked $98 million in net income, or $1.16 per diluted common share, during the 2019 first quarter, compared to $63 million, or $0.75 per diluted common share the year before. The quarter saw a decline in gross and net premiums written on the insurance side compared to Q1 2018 and a rise in the combined ratio to 96.6 from 88.1. The reinsurance side also saw a dip in gross and net premiums written, with a combined ratio of 91 in Q1 2019, versus 88.4 in Q1 2018.