Helvetia Baloise Unveils New Brand Identity

Helvetia Baloise has launched a new unified brand identity following its merger in December 2025. The new brand blends the "Helvetia" wordmark with a modernized Baloise pictorial mark, using Baloise's color and font scheme. This strategic branding move aims to strengthen the company's market presence across its eight international markets. The rebranding effort reflects a commitment to combining the company's historical strengths with modern elements to maintain its leading position as a multi-line insurer in Switzerland and Europe.

The new brand identity will officially debut in 2026 in Switzerland and Germany, with other countries to follow. The accelerated amortisation of the Baloise brand under IFRS standards will impact the 2026 financials, resulting in an expense between CHF 1,000 million and CHF 1,100 million after tax. This change is a significant part of the rebranding and merger process.