We Are The People That Do

“We DO” is a clarion call to the Doers inside all of us. Our “We DO” campaign celebrates the power of the human spirit and is inspired by the innovative drive and optimism in today’s generation of customers. We call it “We DO”, because we are focused on you.

We believe that everyone should have the opportunity to progress in life, and we are committed to being your trusted partner as you pursue your passions and navigate life's milestones. We share your pioneering spirit by driving innovation in everything we do. Every day, we serve your evolving health and protection needs, by listening, understanding and most importantly, delivering.

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The Face of Prudence

Prudence has been the public face of Prudential since 1848 when her image was used for the company seal.

Prudence is one of the four cardinal virtues; Prudence, Justice, Fortitude and Temperance. Since Greek and Roman times Prudence has been personified as a woman holding a serpent and a mirror. A prudent act was considered to combine memory, intelligence and foresight; thus showing awareness of past, present and future.

The image used for the Prudential company seal in 1848 was based on the painting of Prudence by Sir Joshua Reynolds.

The current corporate mark designed by Wolff Olins and launched in 1986 is of a much more stylised Prudence yet it still remains faithful to the old symbolism.

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