Helvetia Baloise unveils unified brand following merger

Helvetia Baloise has introduced a new group-wide brand identity that combines the Helvetia wordmark with Baloise’s pictorial symbol, colors, and typography, with rollout beginning in Switzerland and Germany in 2026 and expanding to other markets over time.

The rebranding follows the December 2025 merger and will result in accelerated IFRS amortization of the Baloise brand, with a one-time after-tax charge of CHF 1.0 billion to CHF 1.1 billion in 2026, while the group name Helvetia Baloise will remain unchanged.

“With the name Helvetia, we have a sign of quality that can be used universally across our country units and language regions. Combined with Baloise’s modern figurative mark, which features a stylised basilisk as a symbol of protection and vigilance, we communicate our values and the quality of our services and products as a leading international insurance provider.” – Group CEO Fabian Rupprecht.