Swiss Life - Brand

In spring 2004, Swiss Life introduced a simplified brand structure and a uniform corporate identity across the Group. The brand underscores the positioning of the company as a specialist in financial provisions for the future and as a trustworthy partner for private individuals and companies.

The Swiss Life logo combines the company's tradition with its objectives.

The red colour and the Swiss cross stand for the roots and traditions of the company, which celebrated its 150th anniversary in 2007.

The three lines of the logo symbolise the most prominent lines on the palm of the hand. They express the fact that the life insurance and pensions business is all about people with individual needs, and that Swiss Life and its staff are committed to ensuring these people’s financial security.

Level 1: Integration
All brands from the core business are usually allocated to this level. They appear under the umbrella brand.

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Level 2: Extension
This level is for brands that have a close affinity to the core business, but at the same time need to differentiate themselves in the customer’s eyes. These brands are used in combination with the umbrella brand and extend it to include local expertise.

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Level 3: Endorsement
Brands with less affinity to the core business and potential for a positive image transfer are allocated to Level 3. The umbrella brand is used here in the sense of an identifier, but is never directly linked to the logo.

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Level 4: Separation
This level contains brands whose connection to the umbrella brand harbours potential conflicts and which are therefore used independently.

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