The publicly listed EFG Financial Products, headquartered in Zurich, was poised for a significant transformation. As an integrated provider of investment services, the company sought to express its positioning as an independent platform partner through a new brand identity, following its acquisition by Notenstein Private Bank.
In this pivotal process, Brandpulse developed the strategic positioning, name, and visual identity of the new brand. The name Leonteq emerged as the perfect expression of the company’s identity – fully aligned with its white labeling core strategy. This thoughtfully crafted name combines multiple layers of meaning: The ending “teq” emphasizes the company’s high technological standards and innovative capabilities, while the word fragment “Leon” symbolizes the proverbial strength of a lion. A special connection to Swiss heritage is created through its reference to the Latin name for edelweiss (“Leontopodium”) – a clear commitment to Swiss values.
Visual Identity and Global Implementation
The logo developed by Brandpulse reflects the network character of the platform and visualizes the connection with banking and insurance partners. The chosen orange color represents energy, optimism, and dynamics. The brand claim “Swiss Investment Engine” succinctly captures the platform’s role as an “engine” for investment products.
The new brand was consistently implemented on a global scale: Subsidiaries in Hong Kong, Singapore, and Europe were renamed to “Leonteq,” and the distinctive stock exchange code “Leon” was introduced at the SIX Swiss Exchange.
