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Standard Launches Identity Campaign

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NU Online News Service, Feb. 23, 2005, 4:18 p.m. EST

StanCorp Financial Group Inc., Portland, Ore., is rolling out a new logo and starting a new marketing campaign.[@@]

StanCorp will be billing itself as “The Standard” and adopting the tagline “Positively Different.”

StanCorp, the parent of Standard Insurance Company and Standard’s sister companies, was founded Feb. 24, 1906, as Oregon Life Insurance Company. The company changed its name to Standard in 1946, when it began doing more business away from the West Coast, and it made StanCorp the official name of its holding company when it went public in 1999.

StanCorp sells individual disability insurance, group disability insurance, group life insurance and retirement plans.