A prudent act was considered to combine memory, intelligence and foresight, thus showing awareness of past, present and future. In Renaissance art Prudence is illustrated as having the faces of three animals: the wolf, which devours the past; the lion, which has the courage required in dealing with the present, and the dog, which soothes man's thoughts about the future.
The image used for the Prudential company seal in 1848 was based on the painting of Prudence by Sir Joshua Reynolds. The seal was designed by the first Chairman, George Rogers-Harison, who was officer of arms of the College of Arms. Since then many versions have featured on company stationery and publicity material, but most commonly that by Sir Joshua Reynolds.
The current corporate mark, designed by Wolff Olins and launched in 1986, is of a much more stylised Prudence but remains faithful to the traditional symbolism.