Swissquote Group Holding SA is a Swiss online banking and financial services provider headquartered in Gland, Switzerland. The company’s visual identity underwent a significant transformation in 2016, when it introduced a new logo, website, and broader brand refresh as part of a strategic push to position itself as a challenger to traditional banking.
Design and History
In August 2016, Swissquote changed its logo and launched a new website as part of a wider brand refresh. The company’s head of marketing, Jan De Schepper, described the new brand identity as “the visual expression of our refined brand mission,” stating that the company aimed to “challenge tradition” through innovative platforms, tools, and banking solutions. He noted that the logo change was just one element of the general brand refresh, which also included new advertising methods and increased social media presence. [1]
The 2016 redesign adopted a flat design approach, removing shadows and simplifying the mark. The new logo was described as simple, clear, and innovative, with the flat design intended to align with the company’s new brand mission. [2]
In 2017, the Swiss agency Maskin was commissioned by Swissquote Bank to redesign the corporate logo and website. The agency’s goal was to strengthen the bank’s recognition and credibility in the online financial world while unifying the bank’s various brands. Maskin concluded that creating a new, exclusive typography, applied first to the logo, was the best solution. The logo was designed to integrate well into the financial world and was rendered in a dynamic orange. [3]
The new identity was intended to be simple, human, and institutional, reflecting Swissquote’s dual nature as both a digital bank and a financial information platform. The brand system was designed to unify the bank’s products and services under one visual language. [4]
Meaning and Symbolism
According to Swissquote’s stated brand positioning at the time of the 2016 refresh, the color palette carried specific meaning: black represented authority, orange represented creativity and enthusiasm, and white represented transparency and excellence. [1]
The brand’s orange color was redefined as part of the new identity, with the web version becoming the reference standard. The color was made more saturated than a color defined for print, so that it would stand out on screen. [4]
Typography and Design
A custom typeface called Swissquote CT was developed by Swiss typographer Aurèle Sack, who has also created bespoke typefaces for other clients including Globus. The typeface was designed from the outset to excel on screen, reinforcing the bank’s digital identity and giving it an institutional voice. The font also integrated product logos as typographic signs, putting the entire brand identity at keyboard reach. [4] [5]
The brand system was built around the principle of one vision, one system, one color, one font, one brand, communicating the identity consistently across all Swissquote touchpoints. [4]
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