MS&AD Insurance Group Holdings, Inc. is a Japanese insurance holding company formed on April 1, 2010, through the business integration of Mitsui Sumitomo Insurance Group Holdings, Aioi Insurance, and Nissay Dowa General Insurance. The group’s brand symbol mark was completed in advance of this integration, with the announcement made in early 2010. The mark is used across the group’s domestic and international companies to promote brand unity. [1]
Design and History
The MS&AD brand symbol mark was unveiled in February 2010, ahead of the group’s formal establishment on April 1, 2010. The announcement was made jointly by the three integrating entities: Mitsui Sumitomo Insurance Group Holdings, Aioi Insurance, and Nissay Dowa General Insurance. The mark was designed to serve as the unified symbol for the newly formed MS&AD Insurance Group. [1]
In November 2025, MS&AD Insurance Group Holdings announced the completion of a new brand symbol for the “Mitsui Sumitomo Insurance Group,” which is scheduled to launch on April 1, 2027. The new mark will be adopted by the group’s companies, including the new core non-life insurance subsidiary Mitsui Sumitomo Aioi Insurance, with the current mark scheduled to be changed from April 2027 onward. [2]
Meaning and Symbolism
According to the official 2010 announcement, the brand symbol’s deep green color, described as a calm green with a bluish tint, promises sincere responses and high-quality service to people worldwide. The refined logotype set within the mark represents “the gathering of professionalism.” [1]
For the new 2025 brand symbol of the Mitsui Sumitomo Insurance Group, the green hue signifies a serene and profound future, while the refined and sharp logotype embodies the strength to forge ahead. The symbol expresses the group’s ambition to support diverse customers and lead the insurance and financial industry as a global top-tier player. [2]
Typography and Design
The 2010 brand symbol features a logotype described in the official announcement as “端正” (well-proportioned and refined), which was designed to convey the concept of professionalism. The mark’s design was intended to be simple and durable, suitable for long-term use across the group’s international operations. [1]
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