FM Global, a leading commercial property insurer, has introduced a new logo reflecting a significant brand identity shift. This change aligns with the company’s focus on innovation, engineering, and global asset protection. The new design moves away from the traditional elements of the old logo, presenting a modern, robust look that emphasizes strength and precision.
The previous logo featured a serif typeface with the letters “FM” prominently displayed, followed by the word “Global” in a smaller size. This design conveyed a sense of authority and reliability with its elliptical swoosh and purple background. However, the new logo takes a completely different approach. The serif typeface and swoosh have been replaced with a sleek, three-dimensional monogram that simply reads “FM.”
This new logo is constructed from angular, titanium-like beams, giving it a solid, industrial appearance. The design conveys FM Global’s engineering-led approach to risk management and asset protection. The letters “F” and “M” are connected continuously, symbolizing unity and partnership within the organization. The precision of the angles and the faceted surfaces of the letters create a diamond-like quality, representing strength and durability.
The color palette has also been updated. The previous purple has been replaced with a combination of steel gray, stone, and subtle accents of orange. Steel gray adds a modern, industrial feel, while the stone color brings warmth and approachability. Though used sparingly, the orange accent adds a dynamic element, highlighting the company’s energy and forward momentum. This color combination modernizes the brand and enhances its versatility across different media.
The new logo is highly adaptable, maintaining its clarity and distinctive appearance whether displayed on large billboards or small digital icons. This flexibility is crucial for a global company like FM Global, which needs a logo that performs well across various applications.
The typography in the new logo is also noteworthy. While focusing on the “FM” monogram, the supporting typefaces used in the brand’s communications have been carefully selected to complement the logo’s modern aesthetic. FM Global collaborated with Commercial Type to develop custom fonts, such as FM Algebra and FM Review. FM Algebra adds sophistication and authority with its editorial-like slab serif style, while FM Review provides a modern, distinctive look that aligns with the overall brand identity.
This new logo represents FM Global’s commitment to engineering excellence and innovative solutions. The faceted structure of the “FM” monogram reflects the company’s technical expertise and symbolizes the precision and care with which FM Global approaches risk management. The updated color scheme and three-dimensional design further emphasize the company’s modern, forward-looking perspective.
In addition to the logo, FM Global has updated its entire visual identity, including guidelines for 3D graphics, iconography, illustrations, data visualization, and layouts. These elements are consistently applied across all marketing and communication materials, ensuring a cohesive and recognizable brand presence. This new identity is designed to resonate with various audiences, from corporate clients to industry partners.
The shift from the old logo to the new one marks FM Global’s evolution as a company. The old logo conveyed tradition and stability, while the new design projects strength, innovation, and a readiness to meet future challenges. This bold new identity positions FM Global to continue leading in the competitive field of commercial property insurance, offering businesses worldwide the confidence and protection they need to succeed.
