AAMI: Brand overview

Founded in 1970, AAMI began its journey as a collectively owned motor insurance organization of several Australian motor clubs and associations. It initially operated under the common name Australian Associated Motor Insurers Limited. By 1989, the company had diversified into home insurance and, for convenience, changed to the short name “AAMI.”

In the 1990s and early 2000s, AAMI further diversified its insurance portfolio, adding products such as MTPL and travel and business insurance. A monumental turn in the company’s history came in 2007 when Suncorp Group, a key player in Australia’s insurance and banking markets, acquired AAMI and incorporated it into its insurance wing.

Today, AAMI has a presence across Australia and serves the needs of more than 3 million customers. AAMI’s offerings range from car and motorcycle insurance to home, business, and travel insurance. The insurer’s primary operations are centered in Melbourne, but it also has a presence in major cities such as Sydney, Brisbane, Adelaide, and Perth and employs more than 3,000 people.

AAMI has made significant strides in digital development, which demonstrates its commitment to modernization under the Suncorp umbrella. By harnessing the power of technology and enhancing its online systems, AAMI has cemented its reputation as a leader in digital insurance in Australia.

Meaning and History

AAMI Logo History

1985 – today


The concept behind the logo of the Australian insurance company AAMI is to protect against negative factors. The text in the logo is not just words but a graphic element that fulfills a protective role. The letters are arranged in such a way that they resemble a fence with an impenetrable and pointed barrier through which nothing and no one can penetrate. The letters are tall, connected, and pointed. The only exception is the letter “I,” as it cannot have sharp corners or an elongated stem to match the rest of the characters. All symbols are in upper case and colored in a deep red hue.

The pointed letters of the logo bring to mind the guardrail. The rich red color makes the logo more vivid, so it is hard to miss. The “I” exception gives the logo some uniqueness, which makes it better remembered. The entire design gives a clear message that the company is committed to providing strong protection.

AAMI Logo Color Codes:

  • Pigment Red: #ec1c24; RGB: 236, 28, 36; CMYK: 0, 88, 85, 7; Pantone: PMS Bright Red C


Who is the owner of AAMI?

AAMI is owned by Suncorp Network, a conglomerate that also includes brands such as Suncorp, GIO, Apia, Shannons, and Bingle.

Who is AAMI’s underwriter?

The underwriting of AAMI’s vehicle insurance offerings is handled by AAI Limited. This company is a joint venture between Suncorp Group and Good Shepherd Microfinance and also serves other brands within the Suncorp network, including Suncorp, GIO, Apia, Shannons, and Bingle.

What does AAMI stand for?

The acronym AAMI stands for Australian Associated Motor Insurers Limited. This organization is an Australian general insurance company with a product line including motor, home, CTP, and business insurance.