FM Global said it will now be known simply as FM.
The commercial property insurer on July 17 unveiled its new name and “titanium” logo at the company’s midyear meeting.
“We believe that by uniting our businesses under the FM brand, we will streamline and strengthen our market position, which will allow us to provide an even better experience for our current clients and reach more organizations that share our belief that the majority of property loss is preventable,” said CEO Malcolm Roberts, in a statement.
The company said FM, with the new tagline “Protect Your Purpose,” will serve as the parent brand for its flagship mutual insurance company and commercial property insurer AFM, now known as FM Affiliated. The company’s cargo insurance business, boiler and machinery reinsurance business, and a new renewable energy unit will also incorporate the new FM brand name.
FM said the logo represents engineering innovation, stability and the company’s roots as Factory Mutual Insurance Company. The design suggests protection and unity, supporting the company’s commitment to its client and broker partnerships, the company added.
The FM brand will be displayed during the FM Championship at TPC Boston in Norton, Massachusetts, a new LPGA Tour event taking place from Aug. 29 to Sept. 1.
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