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Unum Unit Rebrands

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The worksite arm of a large disability insurer is getting a new corporate identity.

Colonial Life & Accident Insurance Company, Columbia, S.C., has been marketing itself under the trade name “Colonial Supplemental Insurance.”

The company, part of Unum, Chattanooga, Tenn., now will go back to calling itself “Colonial Life,” the unit says.

The unit also is getting a new logo and the tagline “Making benefits count,” Colonial Life says.

The brand name and tagline “reflect the company’s strengths in one-to-one benefit communications and enrollment services alongside its personal insurance coverages,” the unit says.

In the new logo, the words “Colonial” and “Life” “are linked by a series of 6 spheres, each in a different shape and color representing the uniqueness of each Colonial Life customer and his or her personal needs,” Colonial Life says.

The tagline “Making benefits count” emphasizes the unit’s commitment to communications and education, the unit says.