| Munich Re
2010 REBRAND 100 Winners > notable
Industry: Financial Services - Insurance
Enterprise Rebrand
Country Base: Germany
Below: Before Images, Rebrand Images, Summary, Credits
Summary:
Industry Setting - The Munich Re Group is a DAX 30 company and the world’s leading
re-insurer. There is hardly an area of the international economy or
of everyday life in which the company is not involved with reinsurance
solutions.
Challenge - The world’s leading re-insurer, Munich Re means stability, professional
advice and reliability. Its core competence – developing flexible, customized
solutions – is insufficiently perceived by its target group.
The project target was maintaining and increasing the brand’s value,
shifting the focus from a re-insurer to a brand for all types of risk.
Strategy - Qualitative market research preceding strategy development showed
that the Munich Re brand was associated with integrity, credibility
and technical expertise.
The overall brand strategy “transforming knowledge into progress”
grew from this basis. Transforming knowledge into progress, a visionary,
forward-looking process, is represented by the hatching.
This theme is reflected in the brand’s logo and in the combination
of image and illustration. As a design element, it enables clear visualization
in present situations of projects not yet started or still in the
development phase. The new name also elucidates the globality of
the brand.
Result - In the current economic situation, the affirmation of the Munich
Re brand’s core attributes and the expansion of its values to include
entrepreneurial spirit and flexibility can be inferred. Reorganizing
and simplifying the group’s brand architecture resulted in a stronger,
and thus more united, appearance for Munich Re.
Credits:
Client: Munich Re - www.munichre.com
Head of Group Communications: Dr. Christian Lawrence
Head of Corporate Marketing: Dr. Anette Lamberts
Head of Communication Services: Tilman Fulda
Brand Strategists/Designers: MetaDesign AG - www.metadesign.de
Managing Director: Rupali Steinmeyer
Creative Director: Martin Steinacker
Brand Consulting Director: Julika Prenzel
Account Director: Stephen Lapaz
Design Director: Luca Iaconelli
Senior Designer: Katrin Huber
Senior Designer: Bernard Dutsch
Brand Consultant: Esra Hartung
Brand Consultant: Jenny Nichols
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