Facing the future with courage, strength and wisdom
This year, Equitable, known as AXA Equitable for the past three decades, returned to the iconic name of its founding, a brand synonymous with helping generations of Americans achieve financial well-being.
The company’s commitment to help clients face their financial futures with confidence is woven throughout its refreshed brand. This includes Equitable’s logo, representative of the Greek goddess Athena, and a consistent element of the company’s 161-year-old identity. A timeless symbol of courage, strength and wisdom, Athena appears in the new logo in a modern form, facing forward to signal optimism, empowerment and progression.
The brand attributes reflect Equitable’s identity as a company:
Courage
Courage is about being honest. Financial planning is a deeply personal topic, and it often means having tough conversations in order to do what’s right. The people of Equitable must challenge themselves to question the status quo, never settle and work to the highest standards.
Strength
Strength is standing up to ever-changing circumstances without losing sight of the bigger picture. Consumers want a financial services provider who can weather the storms, as Equitable has done for 161 years.
Wisdom
Wisdom represents an understanding that financial planning is about navigating deeply complex decisions to help people get what they really want out of life. Equitable Advisors and employees take great pride in the company’s advice and product offerings but, at the end of the day, know they are in the business of helping people achieve financial well-being and live long and fulfilling lives.
In the months leading up to the unveiling of the brand, employees and financial professionals spent significant time discussing what Equitable would stand for as it began this new chapter. Our people know that at the heart of every financial decision is a life decision. To help our clients navigate their unique journeys we take a holistic view of their goals, dreams and aspirations. This sentiment is reflected in Equitable’s brand campaign which shows real people navigating real life situations.
It is our hope that people will take away something more from the Equitable brand – something unifying – a common focus on the future, a belief in partnership, and a sense of optimism and empowerment that insists on progress.