GRiD, the industry body that promotes the value of providing financial protection for employees to government, policymakers, stakeholders and employers, has today shared its new visual identity and improved website.

The brand renovation aims to reach a wider audience and generate greater awareness and understanding of group risk products and their benefits for employers and their staff.

The new logo and colour palette are brighter, fresher and more eye-catching, and will be applied to all assets including a new website. Not only is the new site more appealing but users will find the site easier to navigate: The Knowledge Centre remains a core feature as it is hugely utilised by members and the industry as whole.

Barry Waring, Chair of GRiD’s Raising the Profile Working Group, who has led both projects, said: “We’ve grown significantly since our last brand refresh, and the industry has extended its proposition in all areas, so we needed a look and feel that reflects the organisation that we are today and that will stand us in good stead for the future.

“Our members are some of the most forward-thinking organisations in the industry and there are significant opportunities ahead, so it is important to ensure that our visual brand is on par with the great strides we are making.”

Since its launch in 1988, GRiD has grown its membership to over 73 organisations including the UK’s leading insurers, reinsurers, suppliers and employee benefits advisers. Its members gain privileged access to output from the various working groups, including consultation responses, regulatory updates, employer research, pan industry claims data and access to keynote speakers at member meetings.

Barry Waring concluded: “Considering the huge pressures that both employers and employees face today, group risk products have never been more relevant or needed. As a collective voice, we have the ability to move group risk further up the political and social agenda and ensure more people have access to financial protection for themselves and their families. Our brand refresh is the next step in this journey.”