Magellan Financial Group (MFG) has introduced a new corporate brand developed in collaboration with strategic brand and design studio Accompany.
The rebrand formalizes MFG’s position as the umbrella entity for its group of investment management and specialist financial services businesses. The initiative marks a strategic milestone as the company strengthens its investment management, distribution, and product brands.
As part of the refresh, Magellan Investment Partners has been introduced as the new distribution platform brand for MFG’s investment solutions, encompassing a portfolio of distinct product brands.
Accompany was tasked with creating a unified identity and design system to link the corporate group brand, distribution platform, and product offerings. The resulting multi-tiered brand architecture engages audiences from investors and advisers to shareholders and talent, by adapting and sharing the Masterbrand’s visual language and system.
“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,” said Linda Jukic, Executive Creative Director, Accompany.
“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.”
According to the company, 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 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 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.”
A new “viewfinder device” — a graphic motif referencing the lens of a camera, telescope or microscope — draws attention to key ideas and messages.
“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.”
