The Phoenix Companies Inc. has unveiled a new brand logo that it says reflects its position as a provider of life insurance, annuities and asset management products for affluent and high-net-worth individuals.

The brand includes a new tagline, “Where Excellence Grows,” with a stylized phoenix as part of its logo.

The phoenix, a mythical bird, symbolizes rejuvenation and growth, the company notes.

The new brand was developed with the help of brand design consultants Landor Associates, New York.

Its introduction will be launched this month at meetings with Phoenix advisors in Chicago and New York.