Insurance giant Swiss Re updates identity

Global insurance giant Swiss Re has updated its identity and branding as it marks its 150th anniversary.

New Swiss Re logo
New Swiss Re logo

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’.

The previous Swiss Re logo, introduced in the 1990s
The previous Swiss Re logo, introduced in the 1990s

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 100th 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.

Swiss Re

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.’

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