Our Logo

Prudential listens to and understands the hopes and dreams of millions of customers around the world.

Our Prudence logo embodies this philosophy. Gazing in her mirror, she sees the world and herself as they really are. She is also a reminder that, in our increasingly faceless world, we are a company with a personality and a heart.

Our ability and desire to listen and understand is unequivocal, enabling us to anticipate and provide the products and services that meet the needs of everyone, everywhere.

Prudence has been the public face of Prudential since 1848 when her image was used for the company seal.

Prudence is one of the four cardinal virtues; Prudence, Justice, Fortitude and Temperance. Since Greek and Roman times Prudence has been personified as a woman holding a serpent and a mirror. She may also be shown with compasses, representing her measured judgement, a book or a spindle.

The current corporate mark designed by Wolff Olins and launched in 1986 is of a much more stylised Prudence yet it still remains faithful to the old symbolism.