Fortis Insurances being rebranded as Ageas

As the financial crisis rages over the world, its consequences are becoming evident in identities too. One of them is the disappearance of the iconic Fortis bank logo from the streets of the Benelux (the economic union of Belgium, the Netherlands, and Luxembourg), with its final name carrier Fortis Insurances being rebranded as Ageas.

After a string of unfortunate events Fortis found itself effectively collapsing and its parts were sold. This past April, the remaining stand-alone insurance activities renamed itself Ageas — derived “from the Latin word ‘agere,’ meaning action, drive, and a conviction to forge ahead,” according to this lengthy name explanation. Still being a considerable business.