Insurance giant Swiss Re updates identity

The company has tweaked its logo, which was first introduced in the 1990s, and is bringing in new branding based around the ‘brand promise’ of ‘we’re better together’.

Swiss Re says its new identity retains the pillars ‘to stand for stability and is placing them in a new roundel which ‘expresses customer-centricity and worldliness’.

It continues to use the ‘Lake’ company colour – although the colour palette has also been extended. The new identity was developed with Prophet.

The 1990s logo, which has been tweaked for this redesign, replaced a logo that was brought in to mark Swiss Re’s 100^th anniversary in 1964, and was designed following a competition among staff members.

Swiss Re says its new branding was developed following consultation with internal and external stakeholders, and aims to transform the company into a more ‘emotional, benefits-driven and collaborative’ entity.

Group chief executive Michel M Liès says, ‘We have taken our anniversary as the occasion to review our brand positioning and launch a new brand promise.’