Mapfre invests 70 million in a global brand change

Mapfre starts 2026 with a change in its corporate visual identity and rebranding its brand. The insurer has redefined the three-leaf clover that identifies the group and eliminated the circle to turn it into a “digital and dynamic logo that gives freshness to the brand and makes it less aggressive,” as explained by the president of the company, Antonio Huertas, who describes the process as a “triple somersault.”

The listed company has invested around 70 million worldwideincluding the communication campaign. The new logo has been designed by Design Bridge partners, belonging to the WPP group, and is unveiled after almost two years of work. “He The result is a brand that maintains the essence and the legacy of an organization with more than 90 years of history, but at the same time updates towards a modern and bold imagewhich better reflects the dynamic and innovative company that Mapfre is today,” Huertas explained.

The approach involves implementing the brand gradually in all the countries in which they are present and for this they have set a period of three years. in the frame of this strategy, they will prioritize local adaptation in each territory and will ensure that the new identity is “understandable in all markets”, with the focus on the headquarters and the website. In this regard, they will start this Thursday at their headquarters in Majadahonda (Madrid) and will extend from operational headquarters to assistance cranes on road. The objective is to create a homogeneous image in all countries.

However, these changes do not affect certain businesses such as Verti -the digital leg of the group-, that does not change its corporate identitywhile Mawdy – the support subsidiary – will embark on its own redesign, something that will probably start next year. “We are a different company than a decade ago and we are prepared to compete better in the digital world,” he added.

Lastly, being asked about the business situation in Venezuelain which they have been present since the 90s, Huertas has ruled out that the capture and arrest of the country’s president, Nicolás Maduro, by the United States, plunging the country into uncertaintywill have a “significant impact” on the business. This division has hardly any strategic or economic risk in the business as a whole.