AVIVA
Aviva has been registered in the UK for insurance and financial services since the name was adopted in 2002 to replace Norwich Union and CGU — themselves historic British insurance brands. The rebranding cost over £100 million and consolidated multiple legacy trademarks into a single global mark.
UK IPO Record
Brand History & Trademark Analysis
Aviva has been registered in the UK for insurance and financial services since the name was adopted in 2002 to replace Norwich Union and CGU — themselves historic British insurance brands. The rebranding cost over £100 million and consolidated multiple legacy trademarks into a single global mark. The story illustrates both the enormous cost and strategic importance of corporate rebranding in the financial services sector.
The story illustrates both the enormous cost and strategic importance of corporate rebranding in the financial services sector.
Nice Class 36 covers financial services. View all Class 36 trademarks and case studies →
Historical Background
Aviva traces its heritage to Hand in Hand Fire & Life Insurance Society, established in London in 1696. The company adopted its current name in 2002 when CGNU plc rebranded, choosing an invented palindrome derived from the Latin "viva" meaning alive. The name was selected specifically because it had no prior meaning and no negative connotations in any major language. Aviva phased out the Norwich Union brand globally by 2008.