FM Global recently announced a rebrand and will be known as “FM” going forward. The company said the new brand reflects its growth and continued commitment to protecting its customers from business risks. Malcolm Roberts (pictured), FM’s chairman and CEO, unveiled the new company logo and slogan during the company’s mid-year meeting.

“In an environment of new and rapidly emerging risks, the refreshed brand reflects the evolution of FM’s business and its impact after nearly two centuries of partnering with and protecting global businesses. Through its new name and visual identity, FM more clearly recognizes the important role it plays in providing strength and stability to its clients, and helping them protect the value of the businesses they have created,” the company said.

Following the rebrand, FM will serve as the primary brand for all of the company’s business lines, including its leading mutual insurance business, mid-market insurer AFM, now known as FM Affiliated. FM has been operating in cargo insurance, boiler and reinsurance businesses, and is now expanding into renewable energy with its new Renewable Energy unit.

“Our new brand positioning us collectively for the next wave of success by clearly articulating who we are and what we stand for: protection, partnership and progress,” said Roberts. “We believe that by unifying our businesses under the FM brand, we will simplify and strengthen our position in the market, allowing us to deliver a better experience to our existing customers and reach more organizations that share our belief that the majority of property losses are preventable.”

Meanwhile, according to FM, the company’s new “bold, titanium” logo featuring “precise facets” signifies engineering innovation and stability, and is a tribute to its roots. The company added that its new slogan, “Protect Your Purpose,” also aligns with the logo, while the design also suggests protection and unity, supporting FM’s commitment to its partnerships with clients and brokers.

The new brand represents another chapter in FM’s nearly 200-year history. The company’s roots date back to 1835 when Rhode Island textile mill owner Zacharias Allen joined forces with like-minded manufacturers to create a dedicated property loss insurance group, originally called Manufacturers Mutual Fire Insurance Company.

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