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MS Amlin

MS Amlin

  • Positioning
  • Identity creation
  • Visual environment
  • Brand Guidelines
  • Internal Engagement

Following the acquisition of Amlin plc by Mitsui Sumitomo Insurance Company, a new brand in the global insurance industry was created: MS Amlin.

MS Amlin is a B2B brand, predominantly active in the insurance for business and reinsurance (insurance for insurance companies) A new name and logo were created symbolising the coming together of the two businesses.

Uffindell was commissioned by the new organisation to create a unique, distinctive and authentic visual environment for the brand. This environment should reinforce and communicate the distinctive components of the brand, working across global markets and different cultures. At it’s heart the brand delivers ‘Continuity’ – a positive reason to buy insurance rather than the more negative ‘fear sell. This core idea became the foundation stone for the new visual environment.

Continuity ran as the thread through the range of elements that comprised the visual environment, including the creation of a specific ‘supergraphic’, a distinctive ‘gradient’ colourway, an ownable headline font, specific icons, infographics and imagery.

A comprehensive set of digital brand guidelines was created to aid in the understanding and implementation of the brand identity. Working with the internal MS Amlin team and partner agencies, a comprehensive Implementation program spanning online, offline and a wide range of sponsorship applications were also completed.


Uffindell quickly got to the heart of our brand and created a new identity that is true to our proposition but – importantly – has created a sense of ownership and engagement in the business. Two years on the identity has proven its adaptability as Uffindell have helped us develop a consistent and strong brand presence in multiple channels.
Peter Prince, Global Communications Manager at MS Amlin

L&Q Group

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