Ethias
Ethias, a historic and committed player in the Belgian insurance landscape, has seen its role evolve far beyond traditional insurance. With expertise now spanning prevention, pensions, and leasing, the company has positioned itself as a major force within Belgian society. Such a broad and evolving offer demanded a brand expression that could fully reflect its ambitions. Twenty years after having shaped a strong identity during the transition from SMAP to Ethias, a new evolution was needed to support this renewed vision.
Challenge
Despite a strong reputation and a positive image, Ethias was facing a challenge. Its brand identity had gradually faded behind communication devices, particularly through the "Ethi’s" characters, taking precedence over a clear and enduring graphic system. At the same time, the company had expanded its scope, moving from a traditional insurer to a comprehensive service provider, from prevention to innovation. This shift highlighted the need to clarify the brand architecture and unify its entities around a coherent and engaging vision.
Solution
Ethias undertook a profound evolution of its brand expression, structured around two main axes: strategic clarity and a complete redesign of its visual system. The brand platform was redefined to carry a strong message: together, let’s dare to build tomorrow’s society. This new dynamic is reflected in a clearer brand architecture, a unified visual identity, and a consistent tone of voice that conveys the brand’s core values of accessibility and simplicity.
Impact
- Ethias now embodies what it has become: a key player in Belgian society. A clearer, more comprehensive and bolder identity that places people at the center of everything.
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
This new identity is built on a system that is both robust and flexible to ensure brand consistency, while adapting to the diversity of Ethias’ audiences. Individuals, businesses, local authorities, each come with distinct expectations and communication codes. Ethias’ graphic language was designed to respond to this diversity by adapting its visual components, while maintaining a unified brand presence. This flexibility enables the brand to communicate appropriately across all segments, from institutional messages to more promotional content, without ever losing its personality.
Unified expertise
The brand architecture was restructured to bring various entities under one unified brand. Each area of expertise retains its uniqueness while fitting within a strong, coherent identity framework. This refocus improves the clarity of the offer, streamlines communication, and reinforces the overall consistency of the brand system.
