The branding, a strategic asset for the company, will align its external image with the transformation of recent years and enable stronger connections with broader audiences by conveying greater proximity.

As of today, Mapfre has a new visual identity. After years of business transformation to better respond to customer needs and to an evolving technological and social landscape, the company is updating the image it presents to society. This branding renewal reaffirms the company’s core essence while more clearly expressing its activity across all markets and business units.   

The result is a branding that preserves the essence and legacy of an organization with more than 90 years of history, while evolving toward a modern, bold image that more accurately reflects the dynamic and innovative company that Mapfre is today. A refreshed take on the iconic red—now more vibrant and confident—a renewed clover logo that feels more contemporary and appealing, and the use of lowercase typography to convey approachability are among the most recognizable elements of this evolution.  

“Today, we’re a very different company from what we were just a decade ago,” said Antonio Huertas, Mapfre’s chairman and CEO. “We’ve transformed, and we’re now better prepared to compete in an increasingly digital and connected world while continuing, as always, to put people first. None of that is going to change. What is evolving is the brand, how we present ourselves to the world. It’s now more aligned with who we are, and it reinforces our proximity to customers and their evolving needs.  

The relationship with customers and other stakeholders is one of the pillars that has driven the adoption of the new branding. Mapfre has swiftly leveraged the opportunities of the technological revolution to strengthen a closer, more personalized, and simpler relationship with those who place their trust in the company, an approach that’s clearly reflected in the new branding, which also helps extend our reach to new audiences.   

A global brand 

The new branding will be implemented gradually over the next three years in every country where Mapfre has a direct presence, following a strategy that will prioritize local adaptation in each territory, and ensuring that the new brand identity is relevant and understandable in all markets.   

The updated look will be rolled out to the more than 4,600 offices that Mapfre operates worldwide, as well as across digital channels and other corporate assets, including the company’s various headquarters. Implementation will begin with the elements considered most strategic, such as flagship offices and online presence, and will then progressively extend to the rest. The branding refresh will also encompass other companies within the group, including the reinsurance and large-risk business units.  

Discover all the details of the branding transformation at this link.