The mutual insurance company, which was established 200 years ago, is based in the US and has offices around the world that specialise in loss prevention services.
According to reports, Malcolm Roberts, FM’s chairman and CEO, revealed the new logo and tagline during the company’s midyear meeting.
A statement released, detailing the new branding, said: “In an environment of new and rapidly emerging risks, the updated brand reflects FM’s evolving business and impact after nearly two centuries of partnering with and protecting global businesses.
“With its new name and visual identity, FM is more clearly recognizing and articulating the important role it plays in providing strength and stability to its clients, helping them protect the value of the business they have created.”
The statement also revealed the concept of the rebrand and FM’s new “bold, titanium” logo with “precise facets” symbolises engineering innovation and stability, paying homage to its roots. The new tagline, “Protect Your Purpose,” aligns with the logo, emphasising protection and unity. This design, the statement said, supports FM’s commitment to its client and broker partnerships, reinforcing its dedication to safeguarding businesses.
Post-rebrand, FM will serve as the parent brand for all of the company’s lines of business, including its flagship mutual insurance company and middle-market insurer AFM, now known as FM Affiliated. FM has also ventured into cargo insurance, boiler and machinery insurance, and reinsurance. Additionally, it is expanding into renewable energy with a new unit dedicated to this sector.
