A rebrand should never just be about a new logo – it should tell a story about where a business is heading and the customers it exists to serve. For Acorn Insurance and Haven, it’s about strengthening and reflecting our commitment to non-standard customers while building brands flexible enough to adapt to the future.
Why now?
Earlier this year, we launched a new Group strategy doubling down on our non-standard focus. This rebrand is the natural next step – a way to make sure our flagship brands reflect both who we are today and where we’re going.
For Acorn Insurance, our heritage brand and home to taxi, fleet, private car, commercial vehicle, and Acorn Protect, the refresh modernises our identity while keeping our DNA intact. New logos, colour palettes, and imagery give us a more flexible foundation to introduce new product tiers and personalise experiences for different risk types.
For Haven Insurance, our Gibraltar-based insurer brand, the changes sharpen what was already distinctive. Retaining our recognisable yellow and black, the refreshed identity reflects the professionalism, performance, and reputation Haven is known for across the industry.
What’s changing – and what isn’t
From 4 September, customers will start to see our refreshed identities across websites, apps, portals, and policy documentation. But while our look is evolving, our promise remains unchanged: the same specialist products, the same expert service, and the same commitment to non-standard customers that has always defined us.
Designed for our customers
Our new imagery takes inspiration from classic motor illustrations, reinterpreted for modern British settings – from railway arches to city streets. It’s our way of celebrating the vehicles and the people at the heart of non-standard insurance, while creating brands that feel relevant, distinctive, and built for the future.
Looking ahead
These rebrands symbolise more than a new look. They’re about flexibility, personalisation, and modernisation – the pillars of our strategy to champion non-standard customers for years to come.
We want customers, brokers, partners and our people to recognise our heritage in these refreshed brands, while also seeing a clear step forward in how modern, distinctive, and forward thinking they are.
This is the start of a new chapter for Acorn Insurance and Haven – one that looks forward, not back.
