Baloise is a Swiss insurance and financial services group headquartered in Basel. Its visual identity centers on a blue pictorial mark depicting a stylised basilisk, a heraldic creature from Basel’s civic tradition, which the company describes as a symbol of protection and vigilance.[1]
Design and History
In 2022, Baloise undertook a comprehensive rebranding developed together with MetaDesign, the branding agency of Publicis Groupe. For the first time in the group’s history, all countries and companies within the Baloise Group began operating under a single Baloise brand umbrella.[2] The rebranding modernised the pictorial mark and introduced a custom-designed typeface for the group.[3] The 2022 refresh also removed the circumflex from the wordmark, changing “Bâloise” to “Baloise.”[4]Following the merger of Helvetia and Baloise in December 2025, the newly formed Helvetia Baloise group announced a new brand identity in February 2026. The new logo merges the established “Helvetia” wordmark with the Baloise pictorial mark, colours and fonts modernised through the 2022 rebranding.[5] The rollout begins in Switzerland and Germany in 2026, with other markets following in subsequent years.[6]Meaning and Symbolism
The Baloise pictorial mark is an open blue square that stylises a basilisk, a chimera of a rooster and a serpent with a striking gaze, and a heraldic figure associated with Basel.[7] Group CEO Fabian Rupprecht has described the mark as a symbol of protection and vigilance.[1]Typography and Design
The 2022 rebranding introduced a custom-designed typeface created specifically for Baloise, which forms part of the group’s distinctive brand character.[3] The design principle of the rebranding uses a multicoloured formal language intended to open up new worlds, complemented by a warm, accessible visual world and illustrations.[2]Logo Index is an independent educational archive covering logos, visual identities and graphic design history. All trademarks and brand assets remain the property of their respective owners.
