A Workout Program for the Big Brand

SIX is a big brand, a weighty brand. We are talking about over two and a half thousand employees and 600 million financial transactions a year. That's not to say that we thought the brand was too heavy... but a little cleanse never hurt anybody, right?

So when it was time for the rebranding, we put in hard-hitting workouts with the marketing team and rigorously avoided empty calories. In a one-year marathon, we redefined the color palette and the design element, reduced the font weights, removed the descriptors for business units from the logo and implemented the whole thing technically. And, lo and behold: The structurally fit SIX now looks streamlined on the outside as well. And, thanks to clear layout rules and guidelines, it’s forever steeled against the yo-yo effect.