Branders: Rebranding for the Commercial Association

The Kaufmännische Verband commissioned Branders to manage a comprehensive brand mandate to revise the content and design of its brand identity. The goal was to make the association's comprehensive range of services visible in the new appearance as well as to harmonize the partially different brand appearances of the individual sections so that the association can appear as a uniformly strong brand in the future.

The Kaufmännische Verband is the largest professional organization for office and sales staff and related professions in Switzerland. At national level, it represents the interests of 51,000 members in 31 sections.

2015 begins for the Swiss Commercial Association with a new brand name, a new appearance and a new content orientation. The current brand name "KV Switzerland" primarily represents the KV apprenticeship. However, many other services offered by the association are not adequately represented by the abbreviation KV. In order to be able to position itself attractively as a member organization in the education and professional market, a sharpening of the positioning and a contemporary adaptation of the range of services is indispensable. The aim was to make the added value of membership and the entire range of services also visible in the brand image: in brochures, on the Internet, at the association's various events, in the consulting process, the members' magazine, etc.

Based on these considerations, the brand name was adapted, moving away from the abbreviation KV to what the association has stood for over 150 years: "Kaufmännischer Verband. In addition, the brand name is now supplemented with the claim "more economy. for me. This sums up the added value of membership: more know-how, inspiration and more personal development in the business environment.

The association's new positioning in terms of content is brought to life with a new brand design: from the new websiteThe association has been given a new look, from the brand logo, through all print media, to its trade show presence and the labeling of its buildings. The brand color blue has been retained, but the entire rest of the appearance has been completely redesigned so that it expresses more concisely and in a more contemporary way what the Kaufmännische Verband embodies: a broad, future-oriented range of services in the field of careers and education - and real added value that the association offers all its members.

Responsible at the Commercial Association: Peter Kyburz (CEO Kaufmännischer Verband), Rolf Butz (Managing Director Kaufmännischer Verband Zürich), Ingo Boltshauser (Head of Communications Kaufmännischer Verband), Silvia Schorta (Head of Marketing Kaufmännischer Verband). Responsible at Branders: René Allemann (CEO), Marisa Güntlisberger (Brand Consultant to the CEO), Maria Fahringer (Executive Brand Designer).