MetLife will roll out its new brand next year, marking the most significant change to its global identity in more than 30 years.

Global Chief Marketing Officer Esther Lee says the association with cartoon characters Snoopy and the Peanuts gang will be a casualty of the new look.

“We brought in Snoopy more than 30 years ago to make our company more friendly and approachable during a time when insurance companies were seen as cold and distant,” she said.

“However, as we focus on our future, it’s important that we associate our brand directly with the work we do and the partnership we have with our customers.”

Branding will feature a blue and green logo and the tagline: “MetLife. Navigating life together.”

The change follows interviews with more than 55,000 customers worldwide.

The rebrand is now live across the life insurer’s social media sites, and in the US an advertising campaign has started.