Since 1848 Prudential's corporate logo has used the face of one of the four virtues, namely Prudence, as its logo. Prudence, as defined by the Oxford English dictionary, means “wise, discerning, sagacious in adapting means to ends, having sound judgement in practical affairs, circumspect, discreet, worldly wise, having practical wisdom. Based on this premise, Prudential manages your money.

Prudence's image comprises 3 essential components. These are:

The mirror which represents self reflection signifying the ability to see oneself as one really is.

The arrow which represents purpose and direction and is the confident sign of a skilled marksman and

The serpent which represents wisdom and is also the symbol of wisdom.