FM Global recently announced that it is rebranding and will be known as “FM” moving forward. The new branding, the company said, reflects its growth and continued commitment to protecting its clients from business risks. Malcolm Roberts, FM’s chairman and CEO, unveiled the company’s new logo and tagline during the company’s midyear meeting.
“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 company stated.
Post-rebrand, FM will serve as the parent brand for all of the company’s lines of business, including its flagship mutual insurance company, middle-market insurer AFM, now known as FM Affiliated. FM has been into the cargo insurance business, boiler and reinsurance business, and is now expanding into renewable energy with its new renewable energy unit.
“Our new brand positions us collectively for our next wave of success by clarifying who we are and what we stand for protection, partnership, and progress,” Roberts “We believe that by uniting our businesses under the FM brand, we will streamline and strengthen our market position, which will allow us to provide an even better experience for our current clients and reach more organizations that share our belief that the majority of property loss is preventable.”
Meanwhile, according to FM, the company’s new “bold, titanium,” logo with “precise facets,” signifies engineering innovation and stability, and also serves as an homage to its roots. Its new tagline, “Protect Your Purpose,” also resonates with the logo, the company added while the design also suggests protection and unity, supporting the FM’s commitment to its client and broker partnerships.
The new branding marks another chapter in FM’s nearly 200-year history. The company traces its roots to 1835 when Rhode Island textile mill owner Zachariah Allen banded together with like-minded manufacturers to create an insurance group dedicated to property loss prevention, bearing the original name Manufacturers Mutual Fire Insurance Company.
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