Friends Provident
Flower rearranging

With demutualisation approaching fast,
Friends Provident decided their blue rose
logo needed freshening up.

We devised a new, white rose (marking
the company's Yorkshire roots) but bedded
it in the familiar blue, added the company's
foundation date to emphasise experience
and employed a confident typeface
suggesting FTSE 100 strength. It worked.

The City launch was not a thorny issue.