Following the recent launch of a new brand identity, Protective Life Corporation (Protective), a wholly owned U.S. subsidiary of Dai-ichi Life Holdings, Inc. (TSE:8750) celebrated alongside employees, elected officials, business and community leaders and project partners as the Protective Stadium identification signage was officially turned on for the first time at Protective Stadium last evening.

Protective Life Corporation and the BJCC celebrated alongside employees, elected officials, business and community leaders and project partners as the Protective Stadium identification signage was officially lit for the first time at Protective Stadium on Tuesday, Sept. 14. (Photo: Business Wire)

Last week, Protective announced a new visual identity, including an expressive logo and differentiated brand color, which amplifies Protective’s purpose, builds on core values and clarifies the signature way the Company delivers on promises as protectors for its business, people and community. The new brand, now shining bright in downtown Birmingham, leverages the potential of the Company’s name and amplifies its purpose – “because we’re all protectors” – and allows all to see themselves as part of the Protective Story.

“Big things can happen when we collaborate toward a shared vision. I believe Birmingham has a bright future ahead, and Protective is proud to be part of bringing this stadium to life for our community,” said Rich Bielen, Protective President and Chief Executive Officer. “At Protective, we’ve been putting people first for more than a century – that will never change. Together, we’ll keep pushing to find better ways to contribute to the wellbeing and quality of life in our local communities, and Protective Stadium will offer many more opportunities to live out our purpose of being protectors.”