Colonial Life & Accident Insurance Company announced today the launch of a new brand, logo, and tagline, designed to better communicate the company's goals. The new brand, Colonial Life, and the tagline, "Making benefits count," are designed to reflect the company's commitment to one-on-one benefits communications and enrollment services alongside its personal insurance coverages.

The repositioned brand is the result of a year-long project involving research from employees, employers and insurance salespeople. Tom Gilligan, senior vice president of marketing and branding for Colonial Life says that while the brand is changing, the direction of the company is not.

"We'll continue to do what we do best: provide benefit communications and enrollment services along with valuable insurance products and excellent customer service," he says. "Colonial Life's goal is to help businesses build a more loyal and satisfied work force – and ultimately, a stronger business."