RIYADH, 29 October 2007 — At a glittering function marked by fireworks and multicolored illumination, Tawuniya, formerly known as NCCI, launched its new logo with a new identity to reinforce its brand image as a market leader of the insurance sector, where 18 insurance companies are already operating and 24 more waiting in the wings.
The high-profile launch at the sprawling Al-Salam Park in south Riyadh was attended by a large gathering of leading businessmen and representatives of insurance companies who watched the brilliant interplay of sound and light as a giant balloon bearing Tawuniya’s logo was set afloat in the night sky illuminated by fireworks which were reflected in the pellucid lake waters of the park, one of the landmarks of the capital.
The logo contains the name “Tawuniya” in Arabic and English which will help in conveying the company’s mission statement as “the insurer of choice”. The launch of the new logo preceded a promotional blitz in various media channels explaining the aims behind the paradigm shift. The media campaign was also backed up at another level by new print material, revamping of the information system, besides an internal campaign to familiarize its staff with the new corporate identity.
Addressing the gathering, Soliman S. Al-Humayyed, the company’s chairman, explained how the Saturday night show capped its track record of 20 years in a vibrant market which it led through its new vision. Since its establishment in 1986, he said the company had undergone significant changes in terms of size, organizational structure and performance.
But, above all, it owed its success to its clients, he pointed out. A symbol of this recognition was its new logo representing cooperation between the company and the people that it serves. It was developed following extensive research to reflect the company’s corporate philosophy.
Al-Humayyed said the company’s accomplishments moved in tandem with national development, especially in the industrial, agricultural, finance and banking as well as human resources sectors. It also extended its insurance cover to many economic resources, infrastructural elements, and major national projects. The company was involved in supporting other sectors, such as health, housing, education and social care as well.
The chairman dwelt on the role played by Tawuniya during various crises, including the wars, which erupted during the last two decades, such as the Gulf War, the fallout from the September 11, 2001 attacks, natural hazards such as floods and hail stones which often ravaged different areas in the Kingdom.
Tawuniya Chief Executive Officer Ali Al-Subaihin said the new logo achieves several objectives, the most prominent of which was the customer awareness of the new changes that the company has gone through in the recent past, such as becoming a joint stock company, structural reorganization, and a new mission and vision. Accordingly, he said the new logo will seek to reaffirm Tawuniya’s position in the local insurance market as the market leader. It will also strengthen the company’s brand image.
Al-Subaihin said the company’s logo is a form of investment in Tawuniya’s future. Also, it will align the company with new trends in the insurance market, and visually harmonize with the company’s corporate brand identity. The name in Arabic is derived from “Tawuniya Insurance”, which has been shortened to “Tawuniya”. The switchover from “NCCI” to “Tawuniya” gives the company a common name in both languages and makes it easier for clients and stakeholders to recognize it. In addition, the colors have been changed to make them more modern and vibrant.
Al-Subaihin further said that the changes in the logo were neither dramatic nor radical, but more of a modification.
“The consolidation of the name into a single word was intentional because “Tawuniya” is very easy to remember and closer to the hearts of our customers,” he said.