Specializing in mutual insurance, FM Global is one of the oldest insurance companies in the United States, founded in 1835. Operating numerous offices worldwide, the Johnston, RI-based firm provides loss prevention services based on an unconventional insurance model that uses engineering analysis to assess risks, rather than the statistical calculations common in the insurance sector. While the company’s legal name is Factory Mutual Insurance Company, its shorter name, FM, has been officially adopted as part of a rebranding initiative carried out in collaboration with the multinational design agency Prophet.
Developing the FM brand from scratch, Prophet drew inspiration from heavy industry and engineering, fields where the insurer is most active. They created a dimensional logo with an industrial aesthetic, alluding to titanium beams commonly used in construction. The steel-colored facets of the “F” and the “M” convey solidity and protection.
The engineering-based and innovative methods of FM, along with partnership and unity as core values of the company, are expressed in the faceted structure of the logo. The overall design effectively integrates both letters, with the “M” lacking its left side to connect with the “F,” while the lower part of the letter is designed as a separate element. The 2:1 ratio of the emblem makes it highly scalable and suitable for display in any size.
FM’s new custom typography is the result of collaborative efforts between Prophet and the New York-based foundry Commercial Type. The team adjusted the fonts previously used by the company, Review and Algebra Display, and introduced two new typefaces, FM Review and FM Algebra.
The logo’s three shades of gray underpin FM’s new color palette, complemented by dark blue. To soften the steel tone, the designer also added a shade of orange, giving the entire identity a deeper and warmer feel. This is clearly evident in branded animated visuals and videos. The refreshed image of FM also includes a series of icons, illustrations, and 3D graphics, which the company will use in client communications, promotional materials, and more.
Compared to the old FM Global logo, which had an outdated appearance and unrelated features, the new logo represents a dramatic shift, as if it belongs to a completely different brand from a different sector. The FM sign undoubtedly carries more meaning, clearly connected with the company’s core industrial focus. The monogram’s chiseled design creates a striking effect, which remains effective despite the modern trend toward flat design. This can be attributed to the interplay of gray shades—a subtle yet impactful combination that creates a distinctive impression.
Although FM’s branding emphasizes engineering over insurance, this is understandable and justifiable, as the new design represents a significant departure from the company’s previous aesthetic. It effectively conveys that FM’s activities are deeply linked to heavy industry, which directly influences the insurer’s principles and helps it stand out from competitors.
