Marsh adopts masterbrand to unite four businesses

Following the creation of a masterbrand for professional services leaders Marsh, Guy Carpenter, Mercer and Oliver Wyman, the company adopted a fresh identity to improve awareness and growth. Marsh partnered with global brand agency Lippincott to further simplify the client experience and enable more seamless collaboration across the business.

The masterbrand gives Marsh an opportunity to strengthen awareness of its capabilities in risk, reinsurance, investments and management consulting. The new logo aims to create a one-company mindset across its colleague base and help accelerate growth.

An updated logo creates a distinctive focus on the ‘M’ symbol. It features two halves of an upward arrow coming together to represent connection and collaboration across its businesses. The logo’s midnight blue colour builds on the company’s legacy and encourages familiarity, while signalling a new era.

“Our role was to create a unified brand that strengthens the company’s overall market impact while preserving the heritage of its legacy businesses,” says Allen Gove, senior partner at Lippincott. “The result is a brand that honours these legacies and raises awareness of Marsh’s combined expertise and solutions, supporting growth and efficiency.”