Helvetia Baloise presents new brand identity
Helvetia Baloise’s group-wide brand identity is very important for the perception of the company that was formed through the merger in December 2025. It defines its identity across eight international markets. The Board of Directors and the Group Executive Committee have therefore decided to provide clarity on the company’s future brand identity shortly after completion of the merger. The new logo merges the established “Helvetia” wordmark with the Baloise pictorial mark as well as its colours and fonts, modernised through a rebranding in 2022. As Switzerland’s largest multi-line insurer and one of the ten leading listed insurance providers in Europe, Helvetia Baloise is committed to continuing to successfully combine the tried-and-tested with the new.
Launch of the new brand already this year
The new brand identity will be officially launched later this year in Switzerland and Germany, the countries in which both the Helvetia and Baloise brands have been represented to date. The remaining countries will follow in the coming years. By adopting the combined logo, the Board of Directors and Group Executive Committee reaffirm their commitment to implementing a merger of equals. The name of the group organisation Helvetia Baloise will not be changed as part of the new brand identity.
Accelerated IFRS amortisation charge
Under the applicable IFRS regulations, the word mark “Baloise” is considered a corporate asset which is capitalised and amortised over time. Following the decision to introduce a new brand identity, the relevant useful life for the brand is reduced to one year in Switzerland and Germany, and up to five years in Belgium and Luxembourg.
This will result in an accelerated amortisation charge after tax of CHF 1,000 million to CHF 1,100 million for the 2026 financial year in connection with the new brand identity. This represents approximately two thirds of the total amount to be amortised in respect of the Baloise brand value including logo. For the financial years 2027 to 2030, this expense is expected to be between CHF 75 million and CHF 125 million after tax per year. For the subsequent years until the brand is fully amortised in 2040, Helvetia Baloise expects annual amortisation expenses of just under CHF 10 million per year.
For the IFRS opening balance sheet, the value of the “Baloise” brand is expected to be broadly in line with the amount reported in the pro forma financial information (PFFI) as at half-year 2025. Of the total CHF 3,378 million of intangible assets before tax according to the PFFI, around 50% related to the brand value including logo.
The amortisation charges outlined above have no impact on the IFRS opening balance sheet, underlying earnings, SST, Solvency II, local accounting or dividend capacity.
Various important milestones have been reached in the weeks since the completion of the merger, of which one is the presentation of the new brand identity. As part of the presentation of the annual results at the Capital Markets Day on 15 April 2026, Helvetia Baloise will provide a comprehensive update on the wider merger progress.