Middlesea Insurance plc has launched a new visual identity. Following the increase in shareholding to 54.56 per cent by MAPFRE Internacional in 2011, Middlesea became a member of the MAPFRE group. As part of this corporate evolutionary process, Middlesea has evolved its corporate identity to reflect this development.
The name ‘Middlesea’ has been retained while the new logo projects a focused, professional look, using the new core corporate colours of grey and red that provide a distinctive appearance for the Middlesea brand. The logo also features the proprietary MAPFRE Group brand name, underlining Middlesea’s membership of this global insurance group.
Middlesea’s new brand promise emphasises one main theme that focuses on what is important to all stakeholders, customers and staff: If it matters to you, it matters to us. This reflects Middlesea’s outlook and priorities with regard to the requirements of all its stakeholders.
The new visual identity is also reflected in the company’s on-line persona, namely the Middlesea website. A distinct new look has been given to the website, which is not only dynamic in appearance but is also user-friendly, reflecting the company’s approachability. The new website allows for the purchase online of motor, home and travel products, instant quotations and the ability to renew all products on-line.
Middlesea Insurance plc president and CEO Alfredo Muñoz Perez said: “Over the years, Middlesea has held a leading market share locally, earning the company a reputation for stability and reliability. The strong goodwill that Middlesea enjoys was further enhanced when, on 29 July 2011, the company became a member of the MAPFRE Group, allowing Middlesea to benefit from the brand value and expertise of this strong international group.”
The company has been mobilised to embrace Middlesea’s new visual identity that has just been unveiled. The launch of the new logo is being backed by a corporate media campaign as well as new signage featured at Middlesea House and in various locations.