This week, ICMIF member EMC Insurance (USA) has launched an updated brand, which includes a new logo, tagline and visual identity. Effective Tuesday 9 April, the company’s website and social media channels have been refreshed with the new look and feel.
EMC says its new logo features a distinctive letter “e” that has a signature quality, as well as a bright, bold blue. The logo was selected for its modern, clean design, but also for its warmth and inviting nature.
“The ‘keeping insurance human’ tagline was selected because it is memorable and authentic to who EMC is,” said Scott Jean, EMC president and CEO. “We at EMC differentiate ourselves by using our increasingly strong technology and data tools to empower and enable team members to focus on the human touch, which so many of our competitors have left by the wayside.”
The new branding is centered on EMC’s foundation of being a national carrier with a local heart. EMC says the branding also builds on the company’s mission, which is to improve the lives of policyholders, agents, team members and the communities EMC serves.
The process of updating the EMC brand involved more than 18 months of research and strategy work. It has been nearly 25 years since the company’s last comprehensive brand update.
Earlier this year, ICMIF launched a new initiative to allow its members to discuss and share practical examples of successful marketing and brand strategy best-practice.
The new ICMIF Brand and Marketing Forum includes presentations of leading case study examples from ICMIF’s global network of mutual and cooperative insurers. These case studies will look at how member companies articulate and communicate their unique “mutual” difference through marketing campaigns and brand experience. The Forum will also provide a platform for brand and marketing experts to discuss emerging trends, exchange experiences to overcome common challenges, and explores areas that members can collaborate to strengthen the voice of our sector.
The next session in this new series will take place on Tuesday 7 May 2024 (2pm-3pm BST / UK time). The topic for this session will be “Marketing mutuality and purpose” and will feature Ayanda Seboni, Group Executive Mutuality at PPS (South Africa). Learn more here.
