"It's more than a change of logo." Accompany unveils new corporate brand for Magellan
Linda Jukic: 'It has modernised the look and feel, and has set the brand up for its future.'
Magellan Financial Group (MFG) has launched a new corporate brand, developed with brand and design studio Accompany.
The studio's refresh formalises MFG’s group brand structure and strengthens its investment management, distribution, and product brands.
Under the new framework, MFG operates as the corporate umbrella for its investment management and financial services businesses. This includes Magellan Investment Partners, a new distribution platform brand that supports a portfolio of product brands.
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.”
Accompany created a multi-tiered brand architecture linking the corporate, distribution, and product levels while allowing each to maintain a distinct market presence.
The updated identity features a refreshed blue and deep green colour palette, a re-crafted North Star emblem, and a new design system applied across digital, print, merchandise, events, and internal communications.
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“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 graphic “viewfinder” motif and bespoke illustrations will also be used to support Magellan’s content and thought leadership strategy.
“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 rollout has begun in Australia and will extend globally by the end of 2025.
