Publicis realizes new appearance for Swiss Bankers

The payment industry is undergoing major change as a result of numerous new technologies, a large number of sometimes disruptive new business models, increasing internationalization and, increasingly, changes in customer behavior.

Against this backdrop, Swiss Bankers has been making consistent adjustments to its business model for several years and has focused its strategy on digitalization, mobility and international networking. With "Innovative payment solutions that simplify life and connect with the future", Swiss Bankers wants to position itself as a company that promises innovative payment solutions that simplify life and connect with the future.

Reflecting change in the new appearance

"The new appearance rounds off the transformation of Swiss Bankers from a former cheque issuer to a travel card provider and now a provider of innovative payment services. With our brand promise, we want to prove that we see the future as an opportunity, our past as a value and people at the center," says Hans-Jörg Widiger, CEO of Swiss Bankers.

Fresh and sharpened

The color red is also central to the new brand identity and is dominated by striking and accentuated branding. The letters W and I - abbreviated and in a graphic combination - stand for a mountain peak and the sun above it in reference to the Matterhorn, which plays an important role as a design element in the appearance. The card types now appear in fresh color combinations, whereby their appearance is also characterized by an abstract Matterhorn.

As part of the new branding, the names of the products were also changed:

• Travel Cash becomes Travel
• Mastercard Prepaid becomes Life
• The Prime Card becomes Prime
• Value Card becomes Value
• The My Card app is now called the Swiss Bankers app