The Mapfre sonic identity transforms a legacy insurer into a dynamic ally. Evolving its iconic 7-note melody, the new sound captures "Vamos donde vas", moving from protection to empowerment, and connecting emotionally with 31.5 million policyholders worldwide.
In 2025, MAPFRE undertook a comprehensive 360° rebranding.
The brand redefined its narrative and positioning under the new tagline “Vamos donde vas”, shifting from a model of reactive protection (“we’re here when you need us”) to one of proactive empowerment (“we’re here so you can move forward”).
Within this transformation, MAPFRE partnered with Sixième Son to evolve its sonic identity. The ambition was to introduce a more contemporary and dynamic sound while preserving the brand’s legacy, including its iconic 7-note melody.
The result strengthens the emotional link to MAPFRE’s heritage while updating its audio expression to connect more effectively with today’s audiences.
The new sonic identity embodies the new brand personality « The Ally»: inspiring, flexible, and determined
It is upbeat and dynamic, using synth arpeggiators and a strong build-up. It expresses the brand’s new mission to enable people to move forward and take on new challenges, rather than just acting as a safety net.
The sonic logo was adapted to the redesigned clover symbol, reflecting openness, fluidity, and flexibility. Its swoosh effect reinforces movement, momentum, and pro-activity.
Warm female voices and organic textures bring the brand’s purpose, “We take care of what matters to you,” to life, reinforcing its human, customer-centric approach.
The brand’s brighter, more vibrant sound palette aligns seamlessly with the refreshed visual identity and its bold red color.
Tailormade adaptations have been created to form a strategic and coherent ecosystem that expresses the brand at every touchpoint.
Sixième Son created an event kit, a customer hold line as well as a custom-made music for the brand film.