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Simplified brand structure and new corporate identity for Swiss Life


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 longstanding tradition with its new goals, and will be gradually introduced in all the core markets by the end of 2005. In Switzerland, where the name "Rentenanstalt" will no longer be used in future, the changeover will commence in March 2004.

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" master 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 longstanding 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 new corporate identity will gradually be introduced in all the core markets by the end of 2005, starting with Switzerland in March 2004. Between now and the end of 2005 the enterprise will invest a total of around CHF 15 million in the brand make-over, thus laying the foundation for building up an internationally strong and distinguished brand over the long-term.

The new Swiss Life corporate identity was developed by MetaDesign Zurich.

Facts Sheet
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Swiss Life
Swiss Life is a leading provider of life insurance and long-term savings and protection. Swiss Life offers individuals and companies comprehensive advice and a broad range of products via agents, brokers and banks in its domestic market, Switzerland, where it is market leader, and selected European markets. Multinational companies are serviced with tailor-made solutions by a network of partners in over 50 countries.

Swiss Life Holding, registered in Zurich, was founded in 1857 as the Swiss Life Insurance and Pension Company. Shares of Swiss Life Holding are listed on the SWX Swiss Exchange (SLHN). The enterprise employs around 11 000 people worldwide.
Cautionary statement regarding forward-looking information
This publication contains specific forward-looking statements, e.g. statements including terms like “believe”, “assume”, “expect” or similar expressions. Such forward-looking statements are subject to known and unknown risks, uncertainties and other factors which may result in a substantial divergence between the actual results, financial situation, development or performance of the company and those explicitly or implicitly presumed in these statements. Against the background of these uncertainties readers should not place undue reliance on forward-looking statements. The company assumes no responsibility to update forward-looking statements or to adapt them to future events or developments.