Vontobel is a financial expert with Swiss roots founded, originally as a brokerage firm, by Friedrich Emil Haeberli in 1924. After the death of the founder in 1936, it was taken over by Jakob Vontobel and since then has been led under his name. Vontobel, which operates globally as a financial expert in wealth management, asset management and investment solutions, is still largely familyowned today. In 2016, the now fourth generation took over the representation of the family on the board of directors, at a time when the reputation of the financial sector as a whole was rather poor and customer distrust of the banking sector was quite noticeable. Moreover, the company’s corporate design had gotten a little outdated and lacking in distinction. Facing this situation, Vontobel decided to revise its brand identity and corporate design with the aim of turning the brand into a growth driver. The new visual appearance is defined by a strong focus on the plain “Vontobel” word mark. The new brand colours are borrowed from the family crest of 1488 and thus represent Vontobel and its long tradition in a contemporary manner. The colour scheme of the previous logo – white Vontobel lettering in a blue rectangle – has emerged after the relaunch as a square starting point in all graphical structures, while the combination with surfaces featuring the new colours and hatchings aims to express the notion of expansion into the future. Vontobel developed a visual language using a distinct font that comes to life in its high aesthetic appeal and unusual angles. The new brand image applies to all analogue and digital media – from digital services, print products and building signage to car branding and even giveaways. The brand repositioning was completed by a global image campaign and the new claim “Own Your Success” that epitomises the company’s brand identity. The campaign celebrates those who take ownership of their success by staying true to their convictions and standing up for their ideas.