Prudence, one of the four cardinal virtues, is an enduring symbol of Prudential since 1848, when a painting of Prudence by Sir Joshua Reynolds was used as the company seal.

The face of Prudence is a longstanding symbol of integrity and security for Prudential plc and its subsidiaries, and a representation of the virtue of wise conduct that the Company aims to instill among its customers and the public.

Rendered by Wolff Olins as a current corporate mark to suit modern sensibilities, the stylized Prudence still bears the icons of the timeless virtue – combining knowledge of the past, present and future to act with the authority merited by memory, intelligence and foresight.

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