Fenrir Supports Revamping Visual Identity for Mysurance Brand

Enhancing the Visual Identity of Mysurance

In a significant collaborative effort, Fenrir Inc., a prominent design and technology company based in Osaka, has joined forces with Mysurance Inc., a subsidiary of Tokio Marine & Nichido Fire Insurance Co., to revamp the brand's visual identity (VI). This initiative, driven by a desire to strengthen brand recognition and coherence, marks an important milestone for the insurance provider focused on small-scale and short-term insurance.

The Start of the Collaboration

Mysurance has been grappling with challenges regarding brand recognition, particularly due to the complexity of its corporate name. To address this issue and create a unified brand experience, the project was launched with the goal of co-creating solutions alongside the team at Mysurance. Fenrir aimed to foster a genuine partnership, engaging in open dialogues to understand the company's values and business deeply. The objective was to ensure that Mysurance, over the long term, could maintain consistent interactions with its customers and operate its brand effectively under a cohesive narrative.

The New Visual Identity

The revamped visual identity seeks to balance reliability with approachability, featuring three main components:

1. Logo Design

The newly designed logo incorporates a griffin, symbolizing wisdom and strength through its eagle and lion components. This emblem reflects Mysurance's commitment to facing challenges and supporting customers in their everyday lives. The symbol was created through collaboration with Mysurance employees who participated in brand archetype development and group discussions, embodying an image of creative exploration.

In addition to the symbol, the logotype has undergone enhancements to improve readability. The previous English logo was redesigned for better visibility, and a new katakana representation was introduced. This change addresses the potential difficulties that customers may have when reading the brand's English name, facilitating smoother communication with both clients and stakeholders.

2. Corporate Character

The introduction of a corporate character named “Maishu,” based on the griffin symbol, enhances brand engagement. Maishu represents the sentiments and aspirations of Mysurance, making the brand experience more intuitive and enjoyable for users.

3. Brand Statement

The brand statement reflects Mysurance's dedication to its customers, intertwining the thoughts behind the logo with a strong message of sincerity. This serves as both a declaration of intent from Mysurance and a message to its clients, articulated with genuine words.

Moreover, a variety of applications for the brand have been developed grounded in these elements. This includes illustrations of the character “Maishu,” guidelines for logo usage, office templates, business cards, envelopes, team wear, and crucial documentation such as user agreements and policy descriptions. The corporate website is also undergoing a redesign for enhanced usability, ensuring seamless navigation and a cohesive component structure.

This new visual identity is set to be rolled out progressively starting October 1, 2025, though there may be overlap between the old and new designs during the transition.

Looking Ahead

This revamp extends beyond mere design alterations or problem-solving; it embodies Mysurance's commitment to making insurance more accessible and understandable. The underlying challenge is to communicate its vision clearly and intuitively, aiming to become a brand that resonates with its customers and is easily recalled when needed. Fenrir is committed to supporting Mysurance's ongoing growth through the power of design.

About Fenrir Inc.

Fenrir was established in 2005, initially known for its web browser, Sleipnir. From the outset, the company prioritized design in the software industry, focusing on usability and user engagement. Over the years, Fenrir has expanded its services to include product development, design, and comprehensive business strategies, including marketing initiatives aimed at user retention and activation.