The new »Helvetia» brand is to be rolled out gradually across the various markets during the current year 2026, the company said in a statement on Thursday. The brand is intended to form the basis for a successful and modern market presence. The unified appearance will be launched across all country units.

Visually, the implementation involves a merger of the established «Helvetia» wordmark with the image mark modernised through Baloise’s rebranding in 2022, as well as Baloise’s colour and font world.

Defining the identity

The group-wide unified brand appearance is of decisive importance and is defining for the identity in the group’s eight national markets. «With the name Helvetia, we have a universally applicable quality hallmark across country units and language regions,» says CEO Fabian Rupprecht.

The farewell to «Baloise» as a brand also has balance-sheet implications. Under applicable IFRS regulations, the «Baloise» wordmark must be capitalised and amortised over time, the merged company writes.

High Amortisation in the 2026 Financial Year

As a result, the 2026 financial year will see an accelerated IFRS amortisation expense of a total of 1,0 to 1,1 billion francs after tax. This corresponds to around two-thirds of the total amortisation amount for the «Baloise» brand value.

In subsequent years, the expense will decline. For 2027 to 2030, annual amortisation of 75 million francs to 125 million francs is expected. Thereafter, until the brand is fully amortised in 2040, the insurer anticipates an amount of just under 10 million francs per year.