Thursday, August 25, 2011

New logo: Mutual & Federal

As it tries to regain lost market share and connect with younger costumers, the South African short term insurance company Mutual & Federal launched a new corporate identity this month.

Tracing its history all the way back to 1831, Mutual & Federal got its current name in 1970s when the Old Mutual insurance group became involved in the company. Today Mutual & Federal is a sudsidiary of Old Mutual, and the new logo adopts the same typeface as the Old Mutual logo. The green colour, which was also present in the previous logo, is also shared with Old Mutual.

Previous logo.

The previous logo contained a silhouette of Table Mountain that overlooks Cape Town. Replacing it allows Mutual & Federal to create a brand identity that can be used across Southern Africa, as the company also has activities in Botswana and Namibia.

The amplified ampersand is a distinctive feature of the new logo and can sometimes be used on its own as a graphical device.

IOL Business
Financial Mail

No comments:

Post a Comment