Hilda Design Matters sets the tone for BSI

The Ticino-based bank BSI, formerly known as Banca della Svizzera Italiana, wants to realign and dynamize its brand. At the same time, it is concentrating its private banking activities on markets with high growth potential: Switzerland, Italy, South America and the Middle and Far East. The Zurich agency Hilda Design Matters developed a comprehensive corporate design program for BSI in addition to the new brand logo. According to the communiqué, the visual centerpiece of the new image is a violin from 1737, the Guarneri del Jesu. This collector's item has become the property of the bank, according to the agency. BSI's new image is intended to be a visual and acoustic treat for lovers of classical music.