Making workers' benefits count.

COLONIAL LIFE & ACCIDENT INSURANCE CO. recently launched a new brand, logo and tagline designed to better communicate who the company is and what it does.

The new brand name, "Colonial Life," and tagline, "Making benefits count," reflect the company's strengths in one-to-one benefit communications and enrollment services alongside its personal insurance coverages.

The new tagline emphasizes Colonial Life's commitment to helping workers understand and appreciate the benefits available to them through the workplace, whether provided by Colonial Life or another company. It also helps employers maximize the value of their investment in their workers, said Tom Gilligan, senior vice president of marketing and branding.

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Insurance Marketing is compiled by Senior Associate Editor Lori Chordas.