# ICICI Life Insurance new logo (2026)

> ICICI Life Insurance launched a new logo in Oct 2026, designed by Ogilvy India. ICICI Prudential Life Insurance became ICICI Life Insurance: the ICICI Prudential wordmark with the Prudence head and the gradient Life Insurance band gave way to a bold italic ICICI Life wordmark with Insurance set in spaced capitals below, keeping the orange and red ICICI i mark, with the tagline Har Kal Aasaan.

## Key facts

- Brand: ICICI Life Insurance
- Launched: Oct 2026
- Studio: Ogilvy India
- What changed: ICICI Prudential Life Insurance became ICICI Life Insurance: the ICICI Prudential wordmark with the Prudence head and the gradient Life Insurance band gave way to a bold italic ICICI Life wordmark with Insurance set in spaced capitals below, keeping the orange and red ICICI i mark, with the tagline Har Kal Aasaan.
- Industry: Fintech
- Logos: https://rebrandlog.com/logos/icici-life-2026/before.png (before), https://rebrandlog.com/logos/icici-life-2026/after.png (after)

## The rebrand, explained

The insurance arm of ICICI Group told India's stock exchanges that its name had changed from ICICI Prudential Life Insurance to ICICI Life Insurance Limited with effect from 22 September 2026, the trade site ETBFSI reported the next day. The company has operated since 2001, and the change followed a member approval it disclosed on 19 September.

The new logo and visual identity followed in early October. Branding in Asia, LBB and MediaInfoline each reported that the insurer unveiled them earlier in the month in partnership with Ogilvy, and Branding in Asia credits Ogilvy Mumbai as the agency. On 16 October the company put out a release on the brand identity and its tagline, Har Kal Aasaan, framed as a promise to make tomorrow easier to navigate. Srinivas Balasubramanian, chief of marketing, digital and bancassurance, said the new identity goes far beyond a change in name and reflects a commitment to make securing one's financial future simpler, more transparent and more flexible.

The old logo put the orange and red ICICI i next to ICICI Prudential in red capitals, with the Prudence head at the end and Life Insurance spaced out in a blue to orange gradient band underneath. The new lockup keeps the glossy i but drops Prudence, the band and the gradient. ICICI Life is set in a heavy italic, with Insurance in widely spaced capitals below it.

An integrated campaign came with the identity. Ogilvy conceived a launch film, directed by Advait Chandan and produced by House of Rapture, that asks why thinking about tomorrow keeps people awake at night. Ganapathy Balagopalan, deputy chief strategy officer at Ogilvy India, said the aim was to reframe what preparing for tomorrow can feel like in a category used to talking about risk. On X, reaction was mostly accounts sharing the news.

Removing Prudential was always going to be the real change, and the new logo treats it that way. With the partner's name and its Prudence head gone, the ICICI i does all the work, and the italic wordmark gives it a sense of speed the old lockup never had. It is less distinctive than the old crest, but far easier to read on a phone screen.

In short: Prudence leaves, the i stays.

## Sources

- https://www.prnewswire.com/in/news-releases/icici-life-insurance-launches-new-brand-identity-302911056.html
- https://www.brandinginasia.com/icici-life-insurance-gets-people-thinking-in-new-campaign/
- https://lbbonline.com/news/icici-life-insurance-har-kal-aasaan
- https://bfsi.economictimes.indiatimes.com/articles/icici-prudential-changes-company-name-to-icici-life-insurance-limited/134433945
- https://www.mediainfoline.com/advertising/icici-life-insurance-and-ogilvy-launch-har-kal-aasaan

## Cite this

Rebrand Log, "ICICI Life Insurance new logo (2026)", https://rebrandlog.com/rebrand/icici-life-2026/, last updated 2026-10-22.