Evolution of the Lion Logo
A Journey Toward Greatness
As a trusted insurance company in Singapore, Great Eastern has been a pioneer in the Asian insurance industry for more than a century. From our founding in 1908 to the present day, we continue to pursue excellence. The lion logo has been a steadfast symbol, accompanying us throughout our journey and evolving over time.
A Meaningful Beginning
Great Eastern was established in 1908. Its founder, Alfred Hewton Fair – a former general insurance agent – saw the potential to build a local life insurance company that truly met the needs of the people in Malaya at the time, while also embracing local culture.
However, the journey was far from easy. Many foreign insurance companies had already entered the market, making the future of a new, locally founded company appear uncertain.
Nevertheless, these challenges sparked the drive to leap further and carve a new path. With a vision to become a leading financial services provider in Asia recognized for excellence, we chose the lion as our emblem — a symbol that felt natural and relatable to the people of Malaya.
A Timeless Symbol
The lion logo represents courage, strength, resilience, and leadership. These values align with our principles: to protect, safeguard, and advance the things that matter most to our customers.
As the oldest and most established life insurance company in Singapore, we continue to move forward with confidence and consistency. More importantly, we are committed to inspiring generations to be bold, to Reach for Great, and to become the best version of themselves.
Logo Evolution
Over more than a century, the lion logo has evolved with the times:
- 1908 – Our beginnings marked by the Straits Settlement Period Heritage Crest, the first symbol of the company.
- 1910 – The introduction of a roaring lion emblem that reflected design trends of the era and appeared on policy documents and cheques.
- 1950 – A refined, simpler lion logo that maintained its authority and trustworthiness.
- 1970 – A minimalist design that represented the modern spirit of its time.
- 2001 – The lion took on a more open form, facing east — symbolizing a forward‑thinking outlook. This design remains in use today.
- 2004 – A supporting tagline was added to reinforce our position as part of the OCBC Group, strengthening the identity of the logo.
- 2025 – The lion logo evolved once again, reflecting Great Eastern as a modern, resilient insurance company prepared for the future while staying true to the values of trust and care that shaped our legacy.
More Than Just a Logo
The lion logo is not merely a visual identity — it is a reflection of Great Eastern’s character. It symbolizes our commitment to driving positive change and inspiring everyone to be bold, to Reach for Great, and to achieve greatness.
