Middlesea Insurance p.l.c. has launched a new visual identity following the increase in shareholding by MAPFRE Internacional in 2011, thus becoming 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 focussed, professional look, utilizing 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 belonging within this global insurance group.

Middlesea’s new brand promise emphasises one main theme, a personal one, focusing 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 approachable attitude.

The company has been mobilized to embrace Middlesea’s new visual identity which 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.

Advertising Agency: JP Advertising Ltd.
Graphic Designer: Alessandro Caselli.
Client: Middlesea Insurance p.l.c.
Brand: Middlesea Insurance p.l.c.
Media: Print, outdoor, online.
Country: Malta.