UBS Branding
Global Excellence in Finance Branding with UBS
The UBS Group AG is not only the largest Swiss bank but also one of the world’s leading wealth managers. Since the landmark merger of the Swiss Bank Corporation and Union Bank of Switzerland in 1998, UBS has built its reputation as a global pioneer in finance branding. As strategic partner and later lead agency, we supported the development, implementation, and ongoing refinement of UBS’s worldwide corporate design.
Structural Transformation in Finance Branding
For a long time, the financial industry did not recognize the value of branding. Until the 1990s, targeted brand strategy for financial institutions was almost non-existent. The idea of a “brand” was associated with consumer goods, not with discreet financial services.
This has completely changed. Today, every leading financial institution invests in sophisticated brand management. UBS was one of the first to show that a financial brand must be built on values, promises, and core messages expressed consistently in language, design, and identity.
Single-Brand Strategy and Global Corporate Design
A decisive milestone was the creation of a unified global corporate design, rolled out with detail and consistency that set a new benchmark in the industry. The adoption of a single-brand strategy gave UBS measurable global recognition. Although names like Warburg, Dillon Read, and Paine Webber disappeared, the UBS brand strengthened its position as one of the most relevant global players in banking and wealth management. This branding success also supported expansion into Asia, particularly in China and Singapore.
UBS as a Benchmark
Over the years, the corporate design has been refined with great care, supported by visual, verbal, and acoustic brand guidelines. UBS’s communication became simpler, sharper, and more consistent worldwide. Today, UBS is widely regarded as a benchmark in brand leadership, proving that with clear vision and discipline, finance branding can achieve global excellence.
