FM Global rebrands

Commercial property insurer FM Global announced that it is now known as FM . FM’s Chairman and Chief Executive Officer Malcolm Roberts unveiled the refreshed brand, which includes a new logo and tagline, during the company’s midyear meeting.

Below is the previous and new branding.  

The updated brand reflects FM’s “evolving business and impact” after nearly two centuries of partnering with and protecting global businesses.

FM will serve as the parent brand for its flagship mutual insurance company and commercial property insurer AFM (now known as FM Affiliated). The company’s cargo insurance business, boiler and machinery reinsurance business and a new renewable energy unit will also incorporate the new FM brand name.

The new brand 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. Its original name: the Manufacturers Mutual Fire Insurance Company.

“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. 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.” – Malcolm Roberts.