Flag, which is Acorn Group’s taxi insurance brand on price comparison websites, has launched a new brand identity. The refresh comes in tandem with a redesigned website that aims to make it easier for users to navigate and quickly find product information.

Flag was founded in 2006 and operates under the Acorn Group, which dates back to 1982 and has a heritage in serving the non-standard motor market risks. Flag arranges cover for public hire, private hire and Hackney carriage vehicles.

Ash Coakley, head of taxi at Acorn Group, said: “Taxi is part of our heritage, but it’s also a big part of our future. Following our strongest year for policy count growth in 2025, the Flag rebrand gives us the chance to build on that momentum, evolve and reinvest in our customers – making sure their journey with Flag is clearer, smoother and built around how they actually buy insurance today.”

The new logo features a modern take on a traditional taxi roof light and uses the brand’s existing blackcurrant colour for continuity and consistency.

Acorn Group operates through a range of brands – Acorn Insurance, Carrot, Motorcade, Flag, Rapid, Briefly and Street Cover – as well as Granite Underwriting, which supports around 200 brokers.