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Mutuelle d'assurance des instituteurs de France, generally known by the acronym MAIF, is an insurance company in France. On June 3, the company revealed a new visual identity, developed by the agency W.
The previous logo was developed by Carré Noir in the mid-90s. The 2019 redesign keeps the red triangle, but makes it more irregular and dynamic. According to W, this was done to make a mark that was "in motion", connecting to the movement roots of MAIF.
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"It was necessary to reinvent the brand without betraying its exceptional heritage. We have literally swung the brand into a new dimension; that of marks in movement. Its DNA, collective and militant at the heart of system without powerful concession or identity, is now aligned with the ambition of MAIF." - Valentin Baumont, creative director at W (translated from French)
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