Magellan Financial Group refreshes brand identity
Magellan Financial Group has launched a new corporate brand via Accompany, designed to honour its legacy while positioning the organisation for the future.
The announcement:
Magellan Financial Group (MFG) has unveiled its new corporate brand, via strategic brand and design studio, Accompany, designed to honour its legacy while positioning the business for a dynamic future.
The refresh marks a significant strategic milestone for MFG, as the company formalises its group brand position and strengthens its investment management, distribution and product brands.
Under its new identity, MFG, now serves as the umbrella for the company’s collective of investment management and specialist financial services businesses supported by Magellan Investment Partners – the new investment management distribution platform brand for its investment solutions – compromising of a portfolio of distinct product brands.
Accompany’s remit was to create a unified brand identity and design system capable of connecting the corporate group brand, distribution platform and product offerings while enabling each to retain a distinct market presence. The result is a new multi-tiered brand architecture which will engage audiences from investors and advisers to shareholders and talent, by adapting and sharing the Masterbrand’s visual language and system.
Linda Jukic, executive creative director, Accompany said: “Our challenge was to evolve a respected brand with strong equity into something more contemporary and engaging, without losing the assets that make it instantly recognisable.
“We leaned into Magellan’s legacy including the blue colour, the North Star and the name and reimagined them with a fresher palette, a more confident symbol and a modern wordmark. It has modernised the look and feel, and has set the brand up for its future.”
A refreshed blue and deep green form the core palette, applied strategically across the entire brand hierarchy. The North Star has been re-crafted as a powerful mark of distinction, inspired by seals and stamps, and applied across communications as a signal of quality, authenticity and authority.
The refreshed brand comes to life across all touchpoints, from digital platforms including websites, social channels, podcasts and email signatures, to brochures, fact sheets and events. The refresh also extends to merchandise and internal communications, reinforcing cultural alignment with the brand’s vision.
“The rebrand is much more than a change of logo, it’s a clear signal of where we’re headed in the fast-paced landscape that is the financial sector,” said Angela Blair, group marketing manager, MFG.
“We’re building on the strengths and high recognition of the Magellan name, while creating a consistent, compelling visual story that can be applied across markets, products and channels globally. It positions us to engage more deeply, and influence more effectively, with our key stakeholders.”
Magellan’s focus on content and insight also informed the creative strategy. A new “viewfinder device” – a graphic motif referencing the lens of a camera, telescope or microscope – draws attention to key ideas and messages. Bespoke conceptual illustrations replace the generic imagery often seen in the financial sector, allowing the brand to act more like a publisher, delivering thought leadership in a visually distinctive way.
“This identity is designed to endure,” added Jukic. “It is rooted in Magellan’s legacy yet adaptable for the future, it’s a brand system that will support its influence, market presence and ability to lead for years to come.”
The new brand identity is rolled out in Australia immediately and will extend globally across all touchpoints and jurisdictions by end-2025.
Source: Mohr PR
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