Ethias
Ethias, a historic and committed player in the Belgian insurance sector, has seen its role evolve far beyond insurance. From prevention to pensions to electrical leasing, the company is now a major player in Belgian society. This wealth of expertise called a brand expression to the height. Twenty years after accompanying the transition from SMAP to Ethias, a new evolution was needed to transcend this ambition.
Challenge
Despite a positive image and strong awareness, Ethias faced a problem. Its brand identity had gradually faded behind its communication devices, particularly the Ethi’s characters, leaving no clear, enduring visual system. At the same time, the company had broadened its role, evolving from an insurer into a comprehensive service provider. This development called for a clearer brand architecture and the unification of its entities around a coherent, engaging visual identity.
Solution
Ethias has embarked on a profound evolution of its brand expression, articulated around two major dynamics: strategic clarification and a redesign of its graphic system. The brand platform has been redefined around a strong message: "Together, dare to build the society of tomorrow". This new dynamic is manifested through a more legible brand architecture, a unified visual identity and an engaging tone of voice, reflecting the values of accessibility and simplicity worn by the brand.
Human at the core
At the heart of the name Ethias lies a H. And this H, more than just a letter, has become the emblem of the brand’s new identity. It embodies what drives Ethias at its core: Humanity. As a symbol of solidarity, collaboration and long-lasting connection, it reflects the company’s commitment to placing its clients, partners and employees at the centre of everything it does. Its graphic movement suggests momentum, connection, and relational energy – all values the brand seeks to bring to life in every interaction, service, and engagement. The H has become a visual anchor, a promise of a more inclusive and human future.
Meaningful typography
The typographic system has been entirely redesigned around a contrasting yet complementary duo. The primary typeface, bold and structured, reflects Ethias’ strength and ambition, while the handwritten typeface, softer and more expressive, embodies the brand’s human approach, support and authenticity. This contrast creates a vibrant visual language that combines rigor with closeness.
An adaptive graphic universe
The new visual identity is based on a graphic system robust enough to ensure the consistency of the brand, but also flexible enough to adapt to the plurality of customers. Individuals, businesses, communities, each audience has its own codes and expectations. The brand has been designed to meet this diversity, allowing to reach each segment accurately, while maintaining strong recognition.
Unified expertise
The work of brand architecture allowed the entities to be grouped under a single strong brand, while allowing each expertise to retain its specificity. This focus ensures a better understanding of the offer, streamlines speeches and strengthens the overall coherence of the ecosystem.
