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Beneficial Life has new logo, first TV ad going into 2000

The 93-year-old Beneficial Life Insurance Co. has a new logo in addition to its first-ever television commercial.

Even though the company is holding strong to its core values that embody it, the new logo and television commercial will continue to strengthen the values and carry the company into the next century, said Kent H. Cannon, president.The new logo features the black outline of a tree with three white leaves in the center and the company's name to the side. He said the new logo will be used on all company materials including letterheads, brochures, print ads and in the new commercial titled "Love Is."