IUA reveals first rebrand since 1999

The International Underwriting Association (IUA) has launched a new “visual identity and messaging framework” as part of a rebrand.

The new design is aimed at providing a “modern reflection of the organisation’s role in helping its members solve complex challenges”.

It follows an internal consultation with IUA staff and the association’s governing board, with new materials set to be used across all IUA publications, digital platforms, communications and member engagement activities.

The association stated the creation of a new brand identity marked a “significant milestone in its evolution” and reinforced its “commitment to supporting London insurance and reinsurance companies”.

Strategic objectives

The rebranding marks the first time that the IUA has changed its brand collateral since its formation in 1999 and follows the recent appointment of chief executive Chris Jones in 2025.

The association’s rebrand sits alongside other Jones-led initiatives, including a revisit of the firm’s strategic objectives, highlighting of the importance of claims service and the launch of talent-support initiative IUA Futures.

Jones said: “This new brand represents more than a visual change. It reflects the continued evolution of the IUA and highlights the industry leadership our members provide with clarity and confidence.

“The refreshed identity better communicates our values and the benefits we provide to member firms. It helps showcase how we bring together the London company market’s collective expertise to deliver purposeful progress and secure an optimal trading environment.”