Helvetia Baloise with a new brand identity

Shortly after the completion of the merger in December 2025, Helvetia Baloise decided on a new, uniform brand identity across all country units. The visual implementation involves merging the established word mark "Helvetia" with the figurative mark, which was only modernized in 2022 through a rebranding, as well as the Baloise color and typeface world. The new brand will be gradually introduced in the various markets from 2026, thus forming the basis for a successful and modern market presence.

The Group-wide brand identity of Helvetia Baloise is of crucial importance for the perception of the company that will be merged in December 2025 and is formative for the identity in a total of eight country markets. The Board of Directors and Group Executive Management have therefore decided to clarify the future brand identity shortly after the merger has been completed. As the largest all-lines insurer in Switzerland and one of the ten leading listed insurance companies in Europe, Helvetia Baloise is underlining its commitment to continuing to successfully combine the tried and tested with the new.

Universally applicable quality feature

Group CEO Fabian Rupprecht emphasizes: "With the name Helvetia, we have a universally applicable quality feature in the country units and language regions. Combined with the modern imagery of Baloise, which depicts a stylized basilisk as a symbol of protection and vigilance, we as a leading international insurance provider convey the claim regarding our values and the quality of our services and products."

Introduction in Switzerland and Germany in 2026

The new market presence will be officially launched this year in Switzerland and Germany, i.e. in those countries where the two brands Helvetia and Baloise were already represented. The other country units will follow in the coming years. With the combined logo, the Board of Directors and Group Executive Management are confirming the implementation of a merger of equals. The name of the Group organization Helvetia Baloise will not be changed as part of the new brand identity.

IFRS amortization expense brought forward

Due to the applicable IFRS regulations, the word mark "Baloise" must be capitalized and amortized over time. The decision on the new brand identity reduces the relevant useful life for the market units in Switzerland and Germany to one year and up to five years for the market units in Belgium and Luxembourg.

This will result in an early amortization expense of CHF 1,000 million to CHF 1,100 million after tax for the 2026 financial year in connection with the new brand identity, which corresponds to around two thirds of the total amortization of the Baloise brand value including the logo. For the financial years 2027 to 2030, this expense after tax is likely to amount to CHF 75 million to CHF 125 million per year. For the following years until the brand is fully amortized in 2040, Helvetia Baloise assumes annual amortization of just under CHF 10 million.

For the IFRS opening balance sheet, the value of the Baloise brand is expected to be comparable to that in the PFFI (pro forma financial information) as at half-year 2025. Of the total CHF 3,378 million before tax in intangible assets according to PFFI, around 50 per cent was attributable to the brand value including the logo. The amortization listed has no impact on the IFRS opening balance sheet, underlying earnings, SST, Solvency II, local statutory accounting or dividend capacity.

Important milestones have been reached in the weeks since the merger was completed. The presentation of the new market presence is one of them. Helvetia Baloise will report in detail on the progress of the merger as part of the presentation of the annual results on Capital Markets Day on April 15, 2026.