United Fire Group shortens name to UFG for marketing

UFG will be used for all United Fire Group subsidiaries

George Ford
Published: March 14 2014 | 3:14 pm - Updated: 1 April 2014 | 9:37 am in

A Cedar Rapids-based insurance company has adopted a simplified name to market its products.

United Fire Group on Friday said UFG will be used for all United Fire Group subsidiaries, including its life insurance company, United Life Insurance Co. The company also has refreshed its logo to display the UFG in red type.

Colleen Sova, United Fire Group vice president, said the change to UFG is the most significant marketing change the company has made in its more than 60-year history.

"We decided that an important way to strengthen our company's brand, and simplify our message, was to link all of our companies under the United Fire Group umbrella to a common name UFG," Sova said.

"We didn't want to lose our existing logo because it has recognition among our agents and policyholders. We wanted to maintain this recognition, but at the same time, strengthen it, which is why we chose to include UFG as an integral part of it."

Randy Ramlo, United Fire Group president and CEO, said renewed emphasis will be placed on the company's tagline, "Simple solutions for complex times."

"Our tagline, adopted in 2007, is a reminder that the umbrella of UFG companies, in partnership with independent agents, can help design a simple and cost-effective solution to complex insurance needs," Ramlo said.

United Fire Group, founded in 1946 by Scott McIntyre Sr., was known as United Fire & Casualty Co. for most of its corporate life.

Shareholders voted in January 2012 to approve a new holding company, United Fire Group, replacing United Fire & Casualty as the publicly held corporation owning the Cedar Rapids-based property and casualty insurer as well as United Life Insurance Co.

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