Basler Versicherung becomes Baloise – Design Diary

Basler Versicherung changes its name in the course of a historical event. All national companies of the Swiss insurance group Baloise, to which Basler also belongs, will operate solely under the Baloise brand from October.

Since October 5 this year, the Swiss insurance group Baloise has had a uniform presence in the four countries of Germany, Switzerland, Belgium and Luxembourg. The insurance company, founded in Basel in 1863 and active on the German market since 1894, merged with other business areas to form Baloise Holding in 1962. The rebrand (“oneBaloise”) which was announced in the summer of 2022 and which has now been completed offers many new possibilities and solutions for partners and customers, as the company explains on its website.

“In all national companies, we now operate group-wide with a uniform brand identity,” says Sascha Bassir, CEO of Basler Vertriebsservice AG. “We are pooling our competencies and converting communication to the new brand in Germany. For us, it’s about more than just a new logo, new colors and a name change. We are simplifying our world of brands across the Group. For the first time in the history of the Baloise Group, we are bringing together all employees from all countries under one brand. We are ringing in a new era. This development must now be made visible: with a modern, optimistic and uniform brand identity.”

Basler / Baloise logo - before and after, image source: Baloise, image montage: German
Basler / Baloise logo – before and after, image source: Baloise, image montage: German

The name, the spelling, the primary color and the figurative mark, an open square at the top, are modified. Removed the horizontal hyphen from the figurative mark and changed the spelling to lowercase as part of the rebranding. The blue primary color is now darker than before. From now on, various vivid colors will be used to accentuate and thus complement/extend the visual appearance of the Baloise brand. The corporate typography “BaloiseCreate” solves the Goal as a new corporate font.

Although the new design has already been implemented on, the websites and are still based on the old design.

The rebranding process was accompanied by MetaDesign.


Switching to a new design usually means a lot of work. Effort that many people would like to save. This is why redesigns are usually (initially) rejected; this applies equally to applications such as logos, websites, apps or games, as well as products such as smartphones, cars and newspapers or food packaging. New things always go wrong. The effort is even greater when it comes to getting used to a new (brand) name. When Raider became Twix in the early 1990s, there was great horror. If Facebook & Co. had been online back then, the reactions would have been a shitstorm.

Getting used to a new brand is not only a challenge for (us) recipients, it is also necessary to learn the correct pronunciation. Although the “Citroën-Automobil Aktiengesellschaft” has been active in Germany since 1927 and the brand is therefore well known, there is still a very special pronunciation in this country today: lemons are wonderfully lampooned in the image campaign from Citroen.

Throughout history, countless French terms found their way into the German language (Galicisms). Not infrequently, both spelling and pronunciation were Germanized. For example, the elegant “Porte-monnaie” phonetically became “Portmane” or “Malheur” in the dialect became “Malör”.

Changing a well-known brand is a complicated business. It will probably be a while before everyone talks about the new name (for Germany). It should be a matter of course that such a measure also addresses linguistic change in the form of image smudges.

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