• The branding 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 organisation 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 recognisable elements of this evolution
Antionio Huertas, Chairman and CEO at MAPFRE, commented,
“Today, we’re a very different company from what we were just a decade ago. 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 personalised, 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.
Notes to Editors
About MAPFRE
MAPFRE is a leading multinational insurance group and a global provider of insurance and financial services, offering solutions designed to protect individuals, businesses, and institutions. With more than 90 years of history, MAPFRE provides a comprehensive range of insurance, reinsurance, investment, and service products, supporting customers at every stage of life.
The Group operates in 38 countries through approximately 4,600 offices, supported by more than 30,000 employees and a global network of over 87,000 intermediaries. MAPFRE is the largest Spanish insurer worldwide, the leading multinational insurance group in Latin America, ranks among the top insurance groups by revenue in Europe, and is one of the world’s largest reinsurers through MAPFRE Re.
MAPFRE’s business model combines a strong customer focus with diversified global operations. The Group offers protection, savings, and investment solutions for individuals, as well as specialised risk solutions for companies through MAPFRE Global Risks. MAPFRE Re provides reinsurance services in more than 100 countries, while MAPFRE Asset Management (MAPFRE AM) manages investments guided by principles of responsibility and long-term value creation.
Guided by its purpose of accompanying people and businesses to move forward with peace of mind, MAPFRE integrates innovation, technology, and sustainability across its operations. The company continues to modernise processes, enhance customer experience, and advance capabilities in areas including artificial intelligence, technology, cybersecurity, and operations, while maintaining a strong commitment to ethical governance and social responsibility.
MAPFRE’s corporate governance framework ensures ethical, transparent, and responsible decision-making aligned with its values. The Group’s strategic direction is defined by its Strategic Plan, reinforcing growth, operational excellence, and long-term value creation.
