AIG has been relaunched as Chartis throughout Australasia.

Chris Townsend, chief executive of Chartis, acknowledged that the image of the insurance giant's parent company, AIG, has been tarnished followings the firm's trials during the GFC.

"This is something that we have been acutely aware of given the well-publicised challenges our parent company has faced in the past 15 months," said Townsend.

"In addition to giving us our own identity, the new brand reinforces our commitment to the market and signifies our autonomy."

The new brand has also given Chartis the opportunity to review the structure of its business in the Australian market.

As a result of this review the company is reorganising its business structure under three core business divisions: corporate, commercial and consumer.

Existing customers and policy holders will not see any changes to their policies but going forward will receive correspondence from Chartis.

All branding, livery and the visual identity changes from today, November 30, throughout Australia.