Jung von Matt Brand Identity creates new look for SwissAccounting

SwissAccounting, formerly Veb.ch, is the largest Swiss association for accounting, bookkeeping and controlling, representing almost 10,000 members from all over Switzerland. The association has been in existence since 1936 and is the professional training organization responsible for finance, accounting and controlling in the world of work.

Strong basis created

As a successful organization with innovative offerings and a strong member focus, it was time to further develop the traditional brand in terms of name and appearance. To this end, Jung von Matt Brand Identity worked with the association in a strategic process to sharpen the purpose, brand personality and brand promise and set them down in a manifesto. "In the process of sharpening the brand, we worked out together what SwissAccounting stands for, what makes the association unique and what it promises its members. The resulting brand profile was the basis for all further implementations," explains Nathalie Weiss, Senior Brand Consultant at Jung von Matt Brand Identity.

Renaming was also an important step in clearly expressing what the association stands for. The name Veb.ch was outdated, restrictive and caused high communication costs. With the new name SwissAccounting, the association is sending a clear signal for a stronger presence and appeal at national level.

At the Annual General Meeting, President Dieter Pfaff convincingly explained the reasons for this important step: "Many in the industry know the acronym Veb.ch, but are unable to understand its origin and meaning - let alone those who have never heard of our association."

Trust and modernity

Based on the new positioning, Jung von Matt Brand Identity developed a brand design that reflects the familiar, fresh and committed style of the brand. The design experts deliberately incorporated the brand heritage into the creative process in order to emphasize continuity in terms of quality and expertise. The former Veb.ch logo was used to create flexible components that express the diversity of further education, the individual development of specialists and Swissness. The colors were refreshed and give the appearance energy and radiance.

The modern typography emphasizes the future orientation of the association, while the imagery focuses on the people. "Our aim was to create a visual identity for SwissAccounting that expresses the move into a new era without neglecting its origins. The result is a design system that can be used flexibly and still emphasizes the uniqueness," says Simon Fuhrimann, Senior Brand Designer at Jung von Matt Brand Identity.

The new website and communication tools have been in use since Thursday.

Responsible at SwissAccounting: Dieter Pfaff (President), Susanne Grau (Vice President), Marija Atanasova and Pia Käser (Co-Head of Office), Bettina Kriegel (owner of Kriegel Kommunikation). Responsible at Jung von Matt Brand Identity: Simon Fuhrimann (design), Nathalie Weiss (project management), Fabian Ellersiek (strategy).