Swiss Life - a strong identity

Swiss Life is emphasising its strategic realignment with a simplified brand structure and a new corporate identity. The new corporate identity links the company's long-standing tradition with its new goals, and will be gradually introduced in all the core markets by the end of 2005.

A new brand architecture and a fresh corporate identity are further steps in the implementation of the Swiss Life strategy. The previously complex brand structure with its many different names and corporate identities will now be replaced by a simple, clear architecture under the “Swiss Life” umbrella brand. The name “Rentenanstalt” will be discontinued in future. The new look should enable the enterprise to position itself internationally as a leading provider of life insurance and pensions.

The new logo links the group's long-standing tradition with its new goals. The colour red and the Swiss cross represent the roots and origins of the enterprise, which has been in existence for almost 150 years. The three lines of the new pictogram symbolise the three major lines on the palm of the human hand. They convey the idea that the pensions business is all about people with individual requirements, and that Swiss Life and its employees are committed to ensuring these people's financial security.

The development of the new brand was an internal process in which employees from all countries and at all levels took part. The foundations were laid by Swiss Life's goals, mission and values.

Reasons for the change in brand:

By simplifying its brand structure and creating a new corporate identity, Swiss Life is emphasising its change of strategic direction.

The new corporate identity is designed to ensure that Swiss Life can position itself internationally as a leading provider of pensions and long-term savings.

This simplification process creates a uniform corporate identity for the entire Swiss Life Group and supports integral and effective communication.

New logo:
The new logo combines the company’s tradition with its new objectives. The colour red and the Swiss cross stand for the roots and tradition of the company, which will shortly be celebrating its 150th anniversary. The three lines of the new logo are a succinct symbol for the lines on the palm of a hand. They refer to the fact that the business of pensions and long-term savings is all about people with individual needs, whose financial security is assured by Swiss Life and its dedicated staff. The name is based on a long-standing connection: in just two words, “Swiss Life” combines the company’s origins with its core business.

Source: SwissLife

Robert Salzmer, 02. Mar. 04