CGNU – Britain's largest insurer – has consigned the CGU brand to history in the UK as it moves to brand its products with a revamped Norwich Union logo.
The rebranding exercise began on Monday, backed by a massive advertising blitz on television and other media.
Kenny Leitch, NU director of brand, research and customer development, said the new NU logo was a combination of old and new.
It retains the distinctive Norwich Cathedral spire and incorporates CGU's corporate colours of green and blue with NU's gold.
"It's still NU, but a new NU, because we want to portray a company that is progressive, up-to-date and in tune with our customers," explained Leitch.
All new general insurance business will be underwritten under the NU brand from October 2.
Leitch said NU was conducting a "best of brand" exercise to streamline its 100 plus product range, which involves selecting the best elements from the NU and CGU range.
He said: "By choosing mainly NU products for personal lines and CGU for commercial lines, we have recognised the strengths of the two former companies."
The CGU brand will stay in some overseas markets where it is strongest, for example in Poland and Ireland.