Swiss Wealth Technology Leader Avaloq Launches New Visual Identity

Avaloq, a leading provider of wealth management technology and services, covering 170 clients across Europe, Asia, and the Middle East, with combined assets under management of four trillion, has launched a refreshed visual identity. This transformation, developed in partnership with the Zurich-headquartered branding agency Winkreative, signifies a major milestone as Avaloq approaches its 40th anniversary. The new brand reflects Avaloq’s commitment to continuous innovation while upholding the trust and reliability that its discerning clients expect.

As a recognised premium provider of financial technology and services, Avaloq has long supported some of the world’s largest private banks and wealth managers. With this rebranding, the company aims to align its visual identity more closely with the wealth management sector, while maintaining its roots in cutting-edge technology.

At the core of Avaloq’s new visual language is a column grid, designed to add structure and coherence to the brand’s aesthetic. Inspired by the precision of Swiss design principles and the orderliness of financial data tables, the grid emphasises values central to Avaloq: efficiency, stability, and innovation. The brand also introduces the Unica typeface, a hallmark of Swiss modernist design, known for its clarity and contemporary style. This choice reflects Avaloq’s precision and expertise in private banking and wealth management, offering a versatile solution for both digital and print applications.

In addition to the new grid system and typeface, Avaloq’s visual identity features a dynamic gradient designed to work seamlessly across digital animations and printed materials. Inspired by the upward momentum of financial charts, the gradient conveys a sense of progress and optimism. A refreshed colour palette, which deepens Avaloq’s iconic blue, complements the gradient and adds a forward-looking element to the brand’s overall image.

Orlando Henry Werffeli, head of marketing and communications at Avaloq, commented, “This new design brings us even closer to our wealth management clients while staying deeply rooted in our Swiss heritage. It reflects the premium nature of our business and underscores the core values our clients trust: client-centricity, reliability, and innovation.”

Ariel Childs, CEO and executive creative director of Winkreative, added, “Our goal was to create a visual identity that captures Avaloq’s unique position in the market, emphasising its specialisation in wealth management and private banking technology. Avaloq had a strong vision for this project, and we worked closely with them to deliver a design that marries heritage with innovation. The use of design elements such as the Unica typeface, the evolved gradient and the addition of a distinctive pin-stripe motif, showcases this balance perfectly. We are proud to have partnered with Avaloq on this exciting journey.”