Viva Aviva - Norwich Union brand disappears for good

Norwich Union has today been replaced by its parent company, Aviva. The change follows an extensive, high-profile advertising campaign by Aviva raising awareness of the transition.

The plan to drop the Norwich Union name, which first appeared in 1797, developed as the Aviva group looked to create a common global identity. Aviva has released a statement outlining its motivations for the change:

“For Norwich Union customers, becoming Aviva is not just about a name change, it is also about being part of a company which is transforming itself to meet the needs of its customers.

“As part of a global company, Aviva customers in the UK will benefit from the group's experience and expertise around the world, bringing improved products and services in the future."

The switch to Aviva has seen amendments made to 10,000 legal documents, letters and leaflets. The company website has also had a makeover, and branded office signs, stationery, and many other items have been modified. Aviva Chief Executive, Andrew Moss, commented on the move:

“Aviva's trusted brand is one of our most valuable assets, particularly in the current economic environment when customers are looking for solid financial companies to save and invest with. 

“Now is the right time to invest in our brand so that it adequately reflects the improvements we’re making in the service we give to our customer.”