UBS is a Swiss multinational financial services company headquartered in Zurich and Basel. Its visual identity combines a red “UBS” wordmark with a symbol of three keys, a mark that predates the modern bank by decades.
Design and History
The three-key emblem was designed by Swiss graphic designer Warja Lavater (1913–2007) in the late 1930s for the Schweizerischen Bankverein (Swiss Bank Corporation, or SBC), one of UBS’s predecessor institutions. The bank began using the logo in 1938.[1] Swiss public broadcaster SRF reports that Lavater designed the three keys in 1937 as symbols for security and trust.[2] UBS’s own historical archive documents the three keys as an important component of the UBS logo, including an unrealized 1937 design proposal that referenced Basel with a basilisk figure.[3]
When Swiss Bank Corporation merged with Union Bank of Switzerland in 1998 to form UBS AG, the new bank adopted the three-key symbol from SBC.[4] The UBS initials themselves were already familiar in Switzerland, where they appeared on numerous Union Bank of Switzerland branches, though they were barely known internationally at the time of the merger.[4]
In 2015, UBS launched a major brand relaunch. The bank confirmed that the logo with “UBS” in red and the three safe keys would remain unchanged, while the slogan “We will not rest” was dropped.[5] The rebranding was implemented by lead agency Publicis and brand specialist Prophet.[5] The relaunch introduced a new brand design, a simplified and clear tone of voice, and a new acoustic logo.[6]
Brand design agency Process has served as UBS’s lead global brand design agency for more than 20 years. In 2015, the agency was responsible for the overall identity of UBS, evaluating and redesigning the visual language, colors, fonts and layouts to align with a digital mandate.[7]
Meaning and Symbolism
The three keys symbolize confidence, security and discretion, values associated with the bank’s client relationships.[4] Swiss broadcaster SRF similarly describes the keys as symbols for security and trust.[2]
Typography and Design
During the 2015 rebrand, UBS updated its typography and imagery. The main advertising typeface became more modern, while the old serif typeface, previously used for headlines, was retained for body text.[5] Design Week noted that the 2015 campaign introduced “a new modern typeface and a refreshed colour palette.”[8]
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