Have you ever wondered about the rationale which goes into an organization’s brand logo?

One such organization is the ICICI PRUDENTIAL LIFE INSURANCE COMPANY.

The logo, you may observe, has a face with a red head band. Who does this face represent?

This is the face of Goddess Prudentia or Prudence. Since the times of ancient Rome and Greece, Prudence has been personified as a woman holding an arrow, a serpent and a mirror.

The arrow signifies the strength of purpose; the serpent is an ancient symbol of wisdom; and the mirror, self-awareness. Prudence sees herself and the world in the mirror as they really are.

Prudence is one of the four cardinal virtues: Prudence, Justice, Fortitude and Temperance.

A prudent act was considered to combine memory, intelligence and foresight, thus showing awareness of past, present and future.

Prudence has been the public face of Prudential plc since 1848, when her image was used for the company seal, which is based on a painting of Prudence. The current corporate mark launched in 1986, is of a stylised version of Prudence but remains faithful to the traditional symbolism.

Perhaps it is this cardinal virtue of prudence which makes ICICI Prudential Life a dominant player amongst life insurers in India.