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Mapfre has a new visual identity as of today. After years of business transformation to better respond to customer needs and the changing technological and social context, the company is evolving its public image with a brand refresh that reaffirms the company’s essence while better conveying its activity across all markets and business units.
The result is a brand that maintains the essence and legacy of an organization with more than 90 years of history, while simultaneously updating itself to a modern and bold image that better reflects the dynamic and innovative company that Mapfre is today. An evolution of the iconic red, which is now more vibrant and decisive, a renewed, more attractive and contemporary clover logo, and the use of lowercase letters, which convey approachability, are some of the most recognizable elements of this change.
“Today we are a different company than we were just a decade ago”, said Antonio Huertas, president of Mapfre. “We have transformed ourselves, and we are prepared to compete better in the digital and connected world, and, as always, prioritizing people. This will not change; what is evolving is the brand, to better reflect everything we are now and to further emphasize how close we feel to our customers and their needs”.
The relationship with customers and other stakeholders is one of the pillars that has driven the adoption of the new brand. Mapfre has agilely taken advantage of the possibilities of the technological revolution to strengthen a closer, more personalized, and simpler relationship with those who trust it, a closeness that is reflected in the new brand, boosting its reach to new audiences.
A global Brand
The new brand will be implemented gradually over the next three years in all countries where Mapfre has a direct presence, following a strategy that prioritizes local adaptation in each territory and ensures that the new brand identity is relevant and understandable in all markets.
The update will take place in Mapfre’s more than 4,600 offices worldwide, digital channels, and other assets such as the company’s various headquarters. It will begin with the elements the company considers most strategic, including headquarters and online presence, and will then progress to the rest. The brand update will also encompass other companies such as the reinsurance and large risks business units.
Discover all the details about the rebranding at this link.
