It was in 1937 that Warja Honegger-Lavater , a Swiss graphic designer, designed the iconic UBS logo with its three intertwined keys symbolizing security, trust and accessibility.
The famous UBS logo with its three keys, known worldwide, is more than 80 years old. But who is really behind this mystery? Perhaps a great master of design or simply an artist looking for a key to his creativity! It's time to lift the veil on this secret! 🗝️✨
While many banking institutions have sought to modernize and simplify their design over the years, UBS has chosen to maintain a detailed and intricate style. This could be part of its strategy to stand out in the market. While some brand experts and designers may consider this image a bit old-fashioned, it is still striking and distinctive. Today, we invite you to explore the UBS bank logo and the iconic brand behind it in more detail.
“A good logo should be timeless, effective and have the ability to stand the test of time.” Sagi Haviv
Table of Contents
What does UBS mean? Introduction to UBS Bank
Let's start at the beginning! The name UBS stands for Union Bank of Switzerland.
UBS is one of the world's leading financial institutions, providing a broad range of banking and financial services to individuals, companies and institutions. Founded in the late 19th century, the bank has evolved and adapted to the demands of a rapidly changing financial market. Headquartered in Zurich, UBS operates internationally and is distinguished by its expertise in wealth management, investment banking and corporate banking. Its reputation is based not only on the quality of its services, but also on its commitment to social and environmental responsibility, aimed at creating sustainable value for its clients and society as a whole.
Who created the UBS logo?
Although they are world-renowned, few remember the designer behind this iconic creation. It was Warja Lavater (1913-2007), an internationally renowned graphic designer , who designed the logo in 1939 for the Swiss Banking Association (SBV), one of the predecessors of UBS. At that time, she was already the chief graphic designer at the advertising studio Honegger und Lavater, located on Stockerstrasse in Zurich. The SBV knew Lavater, as she had also created the logo for the Swiss National Exhibition that same year.
Lavater was not only a commercial artist, but also an illustrator, book artist and filmmaker, as an exhibition at the Zurich Central Library revealed this spring. Under the title "Warja Lavater: Sing-Song-Signs & Folded Stories", a retrospective curated by the author of this article offered insights into her life and work. In addition to artist books, films, paper sculptures and photographic documentation were also on display. A sensational discovery was the portrait of Anna Bullinger, measuring 4 by 6 metres, which Lavater had painted in 1958 for the second Swiss Exhibition of Women's Work (SAFFA). This portrait had managed to remain unnoticed for decades in the Protestant Bullinger Church in Zurich. It was part of a series of women's portraits that Lavater had created for SAFFA, as part of her conception of the "Line" - one of the first modern representations of Swiss women's history. It was a powerful plea for gender equality.
What does the UBS logo mean?
The logo of the three intertwined keys is loaded with symbolism. The keys represent three core values that the bank wishes to communicate to its customers and employees:
Trust : The key is a universal symbol of security and trust, indicating that clients can rely on UBS to protect their assets and interests.
Security : Security is crucial in the banking industry, and the logo conveys the idea that customers' funds and assets are safe.
Discretion : As a Swiss bank, discretion and confidentiality have always been key principles, and the image of the keys reflects this sense of discretion and privacy.
At first glance, the UBS bank logo stands out for its originality. It has a greater complexity than many other financial emblems on the market. However, its design remains simple, clean and elegant. It combines the acronym "UBS" with a graphic.
The logo is in red, using a serif font. As mentioned earlier, this color can evoke connections with one of the companies that preceded the creation of UBS, Union Bank of Switzerland. Furthermore, red has a strong meaning in color psychology, being often associated with passion, vitality, and power, positive qualities for a banking institution.
Choosing a serif font, instead of the sans-serif typography used by previous companies, could be part of a strategy to project a sophisticated and professional image.
The three keys of the UBS logo, in black, are directly inspired by the Swiss Bank Corporation logo. Their elaborate shapes are full of refined details, evoking the elements of a traditional coat of arms. According to UBS, these keys symbolise the essential values of security, discretion and trust that the brand embodies.
UBS Symbol Analysis: Fonts and Colors
The elements of the UBS logo, taken together, form a truly striking impression. The three-key logo is memorable thanks to its bright colours and careful details. Keys are a particularly relevant symbol in the banking sector.
They not only evoke security and protection, but also opportunity and growth. Opening a door means accessing new possibilities. In addition, keys can symbolize privacy and secrecy, which have long been fundamental aspects of UBS’s identity.
The colors red and black, which combine in this logo, play a crucial role in transmitting values of passion, strength, stability and professionalism.
For those interested in exploring the complex elements of the UBS logo in more detail, here are some helpful resources:
PNG
SVG, EPS
What color is the logo?
The colors of the UBS logo carry a deep meaning. Black, often used in the financial sector, symbolizes professionalism, stability and strength. In contrast, red evokes passion and power.
In some situations, UBS has presented different variations of its logo in its marketing materials. It is not uncommon to see versions of the color palette that are limited to black and white. The shade of red closest to the UBS logo in hexadecimal space is:
Red: Hex: #E60100 RGB: (230, 1, 0) CMYK: 0, 0.995, 1, 0.098
What font is the UBS logo used in?
The choice of a serif font for the UBS logo is fascinating.
In fact, both banks that merged to form UBS used sans-serif fonts. In recent years, many modern brands have favored sans-serif fonts to improve the readability of their logos.
However, serif fonts often evoke concepts of heritage, sophistication, and professionalism. The UBS logo font has a similar style to the Walbaum SB-Roman font, although it is unique to the organization. A free alternative, the Liberation Serif font, also shares similar characteristics.
What is the history of the UBS logo?
The UBS logo as we know it today is the result of a merger between two major Swiss banks: Union Bank of Switzerland (UBS) and Swiss Bank Corporation (SBC). The first trace of the current logo dates back to 1998, when the two institutions decided to merge to form a single entity. However, the legacy of the UBS logo goes back much further than that.
The legacy of Union Bank of Switzerland (UBS)
The history of UBS begins in 1862 with the founding of Union Bank of Switzerland in Zurich. The bank's initial logo was a simple red circle with the initials "UBS" in white letters. This minimalist design was retained until 1935, when the three-key symbol appeared for the first time.
This symbol, which represents a simplified image of a wrench, symbolises the idea of a bank that can open all doors for its clients. It was chosen to illustrate UBS's commitment to providing a comprehensive and versatile service to its clients.
The Legacy of the Swiss Bank Corporation (SBC)
The Swiss Bank Corporation was founded in 1872 in Basel. Its original logo consisted of the letters "SBC" intertwined with a red Swiss cross on a white background. In 1945, the logo was modernized by adding a blue circular frame around the letters, in order to give a more professional and serious image to the bank.
The three-key symbol was added to the SBC logo in 1979, when it merged with Banque d'Escompte et de Dépôt in Geneva. This symbolism also reinforced the image of a solid and comprehensive bank.
Evolution of the logo
Since its creation in 1998, the UBS logo has undergone several minor changes. In 2015, it was modernized to give it a more dynamic and contemporary look, with more rounded lines and a brighter blue. This reflects the evolution of the UBS brand as it embraces new technologies and the changing needs of its clients in an ever-changing world.
In 2019, the logo underwent another minor change with the addition of a dot above the "B" to represent the connection between the two letters and symbolize the integration between all UBS divisions.
Conclusion: UBS, a timeless Logo
Timeless and inspiring, the UBS logo is distinguished by a clean design and powerful symbolism that INSPIRE trust, security and discretion. These attributes are ESSENTIAL in the financial sector!
By crossing time while adapting to new trends, the logo has become a true emblem of modernity and tradition.
FAQ
What is the meaning of the three keys in the UBS logo?
The three keys symbolize security, discretion and trust.
Why were red and black chosen as the logo colors?
Black symbolizes professionalism and stability. Red evokes passion, energy and dynamism.
What fonts are used in the UBS logo?
The UBS logo uses a serif font inspired by Walbaum SB-Roman.
Who created the UBS logo?
The UBS logo was created by Warja Lavater.
