RBS Insurance, owner of the Direct Line and Churchill brands, has rebranded as Direct Line Group.
The new logo is a rainbow coloured ‘D’ beside ‘Direct Line/ Group’ in purple and is specifically for the Direct Line Insurance Group holding company. The phone logo will be kept for the Direct Line Brand.
The facelift has been expected the Royal Bank of Scotland was told it must sell, float or part float its car and home insurance operation by the end of 2012 under European Union rules on accepting government aid.
The bank received a government bailout in 2008 during the global financial crisis, and is now more than 80 per cent state owned.
The insurance business has been looking to develop distinct propositions for its main brands before it is offloaded.
It recently appointed former British Gas commercial chief Rick Vlemmiks to the role of chief marketing officer to oversee marketing strategy for its UK brand portfolio, which also includes Green Flag and Privilege.