抱歉，本文中文版本正在制作中 After operating successfully for 150 years, the Schweizerische Rentenanstalt went through a severe crisis. As a result the traditional Swiss brand and leading European insurance company had to reorient itself. In the search for a new strategic orientation, an internationally viable umbrella brand was developed under the name Swiss Life.
This change in course was a response to the failure of the plans to expand the company and the collapse of the international financial markets. The group management was replaced and a new strategy defined. The corporation decided to shift its focus back onto its European life insurance activities, streamline its managerial structures, and integrate national companies that had, until then, been operating autonomously.
The change in strategy meant taking some unpopular decisions. Not only was the company’s public image at stake, but there was also the danger that its approximately 12,000 staff members would be left disheartened and without any prospects. However, the new group management was well aware that every crisis opens up opportunities too. Its novel brand strategy was an integral part of the turn-around process and a key to getting back on the road to success.
An international umbrella brand was developed under the name Swiss Life. Internally, it signaled a joint future and established the company’s market profile with a distinct range of services.
MetaDesign and the group’s management joined forces to clarify what the Swiss Life brand stands for: a vision, a mission and values that reflect the company’s outlook and create the foundations for putting the brand in a unique position. As the strategy was applied, the separate brands of the different national corporations were integrated and harmonized. Now, the group communicates a more powerful and internationally consistent presence through its umbrella brand Swiss Life.
It all started with clarifying the group’s corporate identity and answering the question: What does Swiss Life stand for? The new vision, mission and values – which were formulated jointly with the corporate management – are an expression of this identity. They stand for Swiss Life’s tradition and its future, and communicate the corporation’s attitude towards target groups inside and outside the company. Only with a clear perception of the company’s identity can one develop a brand that can be anchored in the long term in the minds of the staff and the company’s clientele.
Swiss Life was founded in 1857 as a co-operative called the Schweizerische Lebensversicherungs- und Rentenanstalt. The Swiss cross has been a constant feature of its brand presence every since.
1857 – 1900
1953
around 1900
1967 – 1978
1900 – 1930
1979
1930 – 1950
1992 – 2004
What symbols and forms stand for security and a lifelong partnership? Numerous designs were prepared, tested, discarded and taken up again in a new form. Ultimately, the “lines-of-the-hand” concept won the day. After consistently developing the first designs through various levels of abstraction, we finally arrived at the new trademark.
Trustworthiness, lifelong partnership — these are the associations conjured up by the new logo. It links Swiss Life’s tradition with its new goals. The color red and the Swiss cross stand for Swiss Life’s roots. The three lines symbolize the most striking lines on the hand. They make it clear that it comes to the business of providing for the future, the focus is on people with individual needs.
The brand architecture regulates the way the umbrella brand is used in existing and future fields of business. A four-stage concept was developed for Swiss Life. With life insurance companies and related fields such as asset management, the umbrella brand stands in the foreground. If there is no link to the core business or there is a danger of the brand being watered down, the umbrella brand will be squeezed into the background. The notable exception is Zwitserleven. Here, the local name was retained because it is very well known on the Dutch market.
An insurance company’s visual presence does not exist only on paper. With this in mind, we have developed a system of identification elements to communicate the brand in a way that is concise, noteworthy and effectively advertises the company in public spaces.
“The switch to the new brand was a great help in the turn around. It showed our staff the values we stand for. By giving a clear signal, we have created trust in our clients and investors.”
Rolf Dörig, CEO Swiss Life