Lumley has rebranded with a new logo to celebrate its centenary. The new brand – “visual identity” to the marketing gurus – is a mild make-over of the old logo, with the traditional Lumley shield and a more contemporary typeface.

At the launch in Sydney yesterday, CEO David Matcham described the new look as “subtle but powerful. I am sure this will help keep Lumley at the forefront of the industry for a long time to come.”

The rebranding will apply across all Lumley Group operations: General, Life, Technology and Finance.