Mapfre evolves its visual identity to reflect its digital transformation and global reach

Mapfre Today, January 8, 2026, the company announced a complete overhaul of its visual identity. This strategic change aims to align the company's external image with the profound business transformation undertaken over the past decade, adapting to the digital landscape to connect more closely with global audiences.

 

An aesthetic evolution for a digital environment

 

 

 

The new image of Mapfre It responds to the need to update the legacy of an organization with over 90 years of history. Without losing its essence, the company adopts a new aesthetic. more modern and bold which reflects its current dynamism and innovation. The goal is to more accurately convey its activity across all markets and business units.

 

Among the most prominent visual changes that define this strategic move are:

 

 

• Color evolution: The iconic corporate red becomes more vibrant and determinedgaining visibility in digital environments.
• Symbol renewal: The clover logo has been redesigned to be more attractive and modern.
• Lowercase typography: The exclusive use of uppercase letters is abandoned in favor of lowercase letters, a graphic resource intended to convey greater clarity. closeness and proximity in the companies which make difficult the relation with the clients.

 

 

Adapting to the new needs of the client

 

 

 

The decision to rebrand is based on the relationship with stakeholders and the agility with which the company has capitalized on the technological revolution. According to the company, this new identity reflects a closer relationship with stakeholders. personalized and simple with those who trust the insurer.

 

In the words of Antonio Huertas, President of Mapfre“Today we are a different company than we were just a decade ago. We have transformed ourselves, and we are prepared to compete better in the digital and connected world, and, as always, prioritizing people.” The executive emphasizes that, although the priority on people remains unchanged, “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.”

 

 

Global Implementation Timeline

 

 

 

The rollout of the new identity will be a gradual and strategic process encompassing all the geographies where the firm operates, including its reinsurance and large risks business units. The company will prioritize local adaptation to ensure cultural relevance in each territory.

 

Variable	Strategy Details
Deployment duration	3 years (gradual implementation).
Physical reach	More than 4.600 offices and corporate headquarters worldwide.
Priority channels	Head office and presence online (strategic assets).
Geographic scope	All countries with a direct presence of Mapfre.

 

 

 

 

Key points and frequently asked questions about the new brand of Mapfre

 

 

Why is he changing his image? Mapfre now?
The company seeks to align its external image with the internal business transformation carried out in recent years, adapting to a changing technological and social context to better reflect its current dynamic and innovative reality.

What are the most prominent visual elements of the change?
The rebranding includes a more vibrant shade of red, a redesign of the clover logo to make it more modern, and a switch to lowercase letters in the brand name to project a closer relationship with customers.

 

How and when will the rebranding be implemented?
Implementation will be phased in over the next three years in all countries. It will begin with strategic assets such as our presence. online and the head offices, progressively extending to the more than 4.600 reinsurance offices and subsidiaries.