Client: Marsh

Brand Identity for Marsh Masterbrand

Four brands disappeared—and the logo is almost secondary.

Lippincott unified Marsh, Guy Carpenter, Mercer and Oliver Wyman under the Marsh masterbrand to enable stronger collaboration and integrated client solutions. The work included brand architecture, a refined identity system, a distinctive upward-arrow M symbol, and a phased enterprise rollout.

More in black, white, blue

Insights

Lippincott collapsed four separately led brands — Marsh, Guy Carpenter, Mercer and Oliver Wyman — into one masterbrand; the design work is downstream of a decision about how the firm goes to market.
Marsh McLennan’s October 2025 announcement set out how each business goes to market: Marsh and Mercer both use Marsh, Guy Carpenter became Marsh Re, and Oliver Wyman became “Oliver Wyman, a Marsh business,” with Oliver Wyman Group renamed Marsh Management Consulting.
The new identity is intentionally restrained: a refined M symbol whose two halves form a single upward arrow, visually expressing connection and collaboration; midnight blue was retained as the primary color to build on the legacy palette.
The launch was enterprise-scale and phased, with cross-functional teams handling internal adoption and stakeholder education; the stock ticker also changed to MRSH in January 2026, and the masterbrand debuted through advertising and events at Davos.
Marsh’s rationale was that clients increasingly need multidisciplinary solutions, and four siloed brands made an integrated offer harder to sell; John Jones said uniting the businesses brings “the full impact of Marsh’s capabilities together,” while Allen Gove said the goal was to strengthen market impact while preserving legacy heritage.