Unifying the presence globally and across all of its businesses and reflecting the transformation that the company has experienced over recent years are the objectives pursued by the visual identity renewal that Mapfre has carried out. This is the first image change in four decades and aims to connect with a broader audience and convey closeness.
The new design is the result of two years of work with the consulting firm Design Bridge Partners, of the WPP group, and responds to the evolution of the insurer’s business as well as the search for better integration in the changing technological and social context. However, it reinforces the purpose of Mapfre and a proposal based on the quality of service and closeness to the customer, elements that have remained constant as “incontestable truths of the brand” over time, as pointed out by those responsible for the brand to reason.Why when we analyze his advertising career.
“Society had perceived Mapfre in the same way for decades and differentiation was being lost”
The update, however, has arisen from the company’s need to convey to consumers the changes that Mapfre has made in terms of business management, digital capabilities and customer relations. “That evolution was not moving outwards because we had the same identity since the late 70s.“, he explains to us in statements to reason.Why Juan Francés, Director of Brand and Reputation at Mapfre, during the presentation of the new image. “Society had perceived Mapfre in the same way for decades and differentiation was being lost. There was a ‘mismatch’ and we required an update that would help us connect in a more natural way with the public, especially the young.”.
In this sense, the new visual identity has been worked on, as Mapfre has pointed out in a statement, with the intention of reaffirming the essence of the company and paying tribute to its 90 years of history, while renewing the brand and consolidating it as a strategic asset for the company.
“Today we are a different company than we were just a decade ago“said Antonio Huertas, President of Mapfre, in a statement.”We have transformed, and we are prepared to compete better in the digital and connected world and, as always, prioritizing people. This is not going to change, what does evolve is the brand, to further emphasize how close we feel to customers and their needs.”.
One of the main changes is the logo. Although the brand maintains the clover symbol, which expresses Mapfre’s commitment to accompanying users in their growth, it has been redesigned from a more modern, attractive and current perspective. The expression of the naming, for its part, leaves behind the capital letters and opts for the use of lower case letters to convey closeness, simplicity and humanity, and to distance itself from its original acronym (Mutualidad de Seguros de la Agrupación de Propietarios de Fincas Rústicas de España).
The color palette has also been updated. Red remains the main corporate color, although it is a more vibrant, bright and striking tone, with the intention of conveying strength, modernity and optimism. It will be complemented in different contexts with new tones, mainly red, blue, yellow and pastel green, with which it is expected to develop a more flexible and diverse presence.
The renewal of the image includes a custom-made typography that also pursues closeness, as well as a new graphic system, based mainly on illustrations that aim to bring Mapfre closer to new generations. These, accompanied by colors, will serve to identify the different verticals of the insurer’s business.
On the other hand, the company has also renewed its sound identity and its phonotype with a more modern and proactive melody, loaded with accents and details that provide vitality, dynamism and modernity.
Design Bridge Partners assures that the movement is more than a renewal and defines it as a strategic evolution to adapt with greater relevance to the current reality of the global insurance and financial sector. “It is a profound strategic evolution designed to consolidate the historical relevance and leadership of the company on the international scene, projecting it into the future with a renewed vision.“, they state in a statement.
“Working together has made the entire process more robust”
The company assures that the result is the result of joint work in which all the company’s markets and multiple areas have participated, which will help unify the image. “It has been a great challenge to unite all countries with different languages, cultures, ways of working, product and different brand recognitions“, assures Alfredo García-Almonacid, Brand Manager at Mapfre, in statements to reason.Why. “But there are also opportunities in that, because the rebranding will help raise that notoriety, and has made the entire process more robust and legitimate.”.
As the company has announced, the new image will be implemented gradually over the next three years in all the countries in which it operates, which involves the 4,600 offices that Mapfre has in the world, as well as digital channels and other assets, such as workshops or cranes. It is a process for which, according to The Country70 million euros will be allocated, a budget that includes the advertising campaign launched to publicize the new identity.
“We go where you go”
The campaign launched by Mapfre is titled “Let’s go where you go” and not only presents the brand’s new identity, but also establishes the company’s new global strategic positioning. It has been designed by the McCann agency, with which the insurer has been working for almost three decades to shape its advertising career.
With the campaign, Mapfre seeks to redefine the role it plays in people’s lives, changing the way they are present in society. Thus, their communication goes from focusing on protecting what people have to promoting what they can do and what is yet to come. His speech leaves behind the idea “I’m there when you need it,” and embraces “I’m there so you dare.”
