From its founding in 1948 Mauritius Union was transformed through a series of mergers and acquisitions, expanding its operations beyond the borders of Mauritius. The result was an assortment of seven different brands, each existing with very different and discordant corporate identities.
In Mauritius, we had the ‘Mauritius Union’ brand for general insurance, the ‘La Prudence’ brand for life insurance, ‘Feber Associates’ for corporate pension solutions, ‘National Mutual Fund’ as an individual savings & investment vehicle and ‘Associated Brokers’ for stockbroking services. In East Africa, our general insurance focused operations were grouped under the ‘Phoenix’ brand.
With the group’s expansion came the need to consolidate its position as a strong regional insurance company, both internally and in the market. Following a comprehensive consultancy process, led by an international branding agency with extensive experience on the African continent, we unveiled our new corporate identity and MUA brand on 28 September 2018.
The new identity that accompanies the MUA name is strongly symbolic and visually striking. The revised logo incorporates four arrows that come together to a point of commonality and unity. This represents the group’s different entities, its strategic pillars and its focus on serving its stakeholders – staff, clients, shareholders and the communities in which it operates. MUA’s colours have also been reworked to include a vibrant orange and a dynamic blue, a nod to the former colours of Mauritius Union and Phoenix Assurance respectively.