The brand is overhauling its websites and reviewing its customer literature to reposition itself as a brand that delivers clear communication to its consumers.
The updated visual identity has been created by JKR and uses the Standard Life name in a white font against a blue background, with the strapline 'The Way Forward' in yellow text underneath.
Standard Life is in the process of launching a number of programmes, such as its online personal pension, to demonstrate that the company's leaders understand the "changing financial landscape" ahead.
Jo Comber, head of marketing communications at Standard Life, said: "Our new tone of voice and visual identity mirror our positioning. They build on our strong heritage and the long term relationships we've built.
"At the same they reflect clear progression and our forward thinking approach which puts our customer at the heart of our activities.
"The repositioning of our brand is integral to our strategy and business plans. We will be supporting these specific launches with targeted marketing campaigns as part of our 2011 marketing plan.
"To support the launch, we will also be running a very targeted brand awareness campaign in February/March in core nationals and high profile outdoor sites, to coincide with key sporting events."
The campaign has been created by VCCP with media planning by EGS and buying by MediaCom.
Last year, Standard Life targeted a younger audience by sponsoring the Dave TV channel, with TV spots created by VCCP.
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