Brand personality

A charismatic logo and strong brand personality are central to success in a competitive market environment.

Our Logo

The Swiss Life logo combines the (almost) 160-year-old company with its objectives. The red colour and Swiss cross stand for our roots. The three lines in the logo symbolise the most prominent lines on the palm of the right hand. They express our focus on people and their specific needs in our capacity as a provider of comprehensive life and pensions and financial solutions.


Our Brand Core and Claim: The future starts here.

As no-one knows what will happen in the future, people want to be prepared for all possible eventualities. For this reason they need a partner to make them feel well looked after and always remind them that  «The future starts here.»

Our Mission

We support our customers to face a longer life with self-determination and confidence.

Our Values


Support individuality – the way we think

We know our customers. We understand their needs and empower them to make the right selection from a wide range of flexible solutions – for a longer self-determined life.


Create confidence – the way we feel

We work with passion to contribute to our customers’ peace of mind. The positive attitude towards life characterises the lifelong relationship we strive for.


Prove reliability – the way we act

We serve our customers with our know-how built on long-standing experience and financial solidity. We do everything we can to be their trusted partner for transparent solutions - today and tomorrow.