Our name was chosen because it uses one of Europe’s best-known brands – Direct Line. It’s instantly recognisable. But the addition of the word ‘Group’ is vital. It underlines how we’re much more than one company, offering different brands to meet people’s different needs.
The rainbow ribbon ‘D’ of our logo captures the spirit of our organisation. A diverse range of brands, Direct Line, Churchill, Privilege, Green Flag, NIG and Brand Partners, is reflected in the colours chosen for each part of the ribbon.
It’s a kaleidoscope of talent moving in the same direction, shown by the central white arrow. The overall shape, a soft-sided triangle, reflects the three principles of our offer – great brands, outstanding customer service, and sound financial management.
It reminds us of our three delivery channels – direct to consumers, through our partnerships, and via brokers.
And it shows our three core beliefs – be the best for customers, best for shareholders, and best for our people.