Today Columbia Insurance Group launched a new brand identity, marking a significant milestone in the company's ongoing business transformation. The branding initiative includes a new modern logo, shortened name, updated website and emails as well as a small series of videos.

Todd Ruthruff, Columbia Insurance’s president and chief executive officer, said while Columbia has a new look and a shorter name, its values remain the same.

“Our new branding reflects our dedication to continuous improvement. It's about embracing progress and showcasing our commitment to building real connections with the people we serve,” Ruthruff said. “We are excited to share this new chapter with our community and stakeholders.”

Keith Maciejewski, Columbia’s vice president and chief underwriting officer, agreed. “We want our brand to reflect who we are and where we are going as a company. The rebranding effort is part of our broader strategy to modernize operations and better serve agents and protect policyholders.”

A short video, Relaunching Columbia Insurance, showcases how Columbia is setting the standard in trusted, people-first partnerships.

“'Relaunching Columbia’ shares a little about our evolution and our unwavering commitment to our agency partners, teammates and policy holders," Maciejewski said. "We are proud of our rich heritage and excited about the future ahead.”

Ruthruff added. “We are committed to leading the industry with people-first partnerships and genuine connections that drive success. As we move forward, our focus will be on leveraging innovation and technology to create even more value for our customers. This will be reflected in both the way our brand looks and, more importantly, in the way it is experienced.”

While Columbia Insurance employees enjoyed a sneak peek of the brand prior to the reveal, it was unveiled to independent agency partners and the community today.

This is one step in a continuing business transformation as Columbia plans to start rolling out a new online business platform for agents and policyholders this summer.