UBS Logo


The UBS logo is an example of historical heritage and maintaining a connection with its roots. The emblem symbolizes unity and working in equal partnership to achieve the goals of increasing prosperity and happiness and bringing people together.

UBS: Brand overview

Zürich, Switzerland
UBS is a large Swiss financial organization that provides banking, investment, and asset and capital management services. It has four divisions worldwide, employing 70,000 staff members. The UBS logo can be seen on real estate in financial centers worldwide.

Meaning and History

UBS Logo History

UBS began as a small bank in northern Switzerland (1862), organized by 13 firms to finance industrial enterprises. Its active development started after creating a coalition of private institutions in the 1890s. Twelve years after merging with Swiss Bank Corporation (1998), UBS entered the top 30 most significant banks in the world (2011).

The logo of the conglomerate appeared immediately after the merger and has not changed since.

What is UBS?

A financial corporation headquartered in Zurich, with assets worldwide and revenue of $35.5 billion. CEO Ralph Hamers.

1998 – today

The emblem of the banking institution consists of the name UBS and the image of three crossed keys.

The abbreviation UBS appeared in 1912 when the northern bank Winterthur merged with a similar institution, Toggenburg, forming the Union Bank of Switzerland. This union was abbreviated as UBS, which was an acronym. After the formation of Union Bank’s joint venture with Swiss Bank Corporation, the combined conglomerate also received the name UBS. Here, the three letters are not an abbreviation but represent a full-fledged name without decryption. It is used in the logo.

The large red letters signify the strength and influence of the institution. Since 2002, the company has been providing services worldwide under a single brand. To do this, a deep reorganization was carried out, combining various firms and branches belonging to UBS.

If the name of the financial organization is taken from the first of the merging corporations (Union Bank of Switzerland), the symbol of the keys in the logo is borrowed from SBV, the second company. Thus, each firm contributed something of its own to the joint logo.

Initially, the keys signified the creation of Schweizerischer Bankverein by merging Basel and Zurich associations, plus the Bank of St. Gallen. Another meaning embedded in the image by designer Warja Honegger-Lavater in 1937 was the personification of the three language groups of Switzerland: German, French, and Italian. In the new corporation, the three crossed keys have several interpretations:

  • The emergence of UBS through three consecutive enlargements. In reality, the conglomerate consists of more than 370 firms that gradually became a single whole. But at the core, there are three main milestones: the formation of UBS or SBG, the creation of the Swiss Banking Association SBV, and the merger of the two major banking structures, SBG and SBV.
  • Three key areas of activity: banking, investment, and management.
  • Three continents where the organization has spheres of influence: America, Eurasia, and Australia.
  • Three ideological components demonstrating the bank’s identity: values, principles, and actions. The bank’s first position relates to capital, ease of management, and risk prevention. UBS’s main principles include customer focus, concern for a happy future world, and promoting maximum unity among all people. All bank actions are tied to responsibility, collaboration, and innovation. These three directions make the bank reliable and recognizable.
  • Constant contact and work with private clients, firms, and other banking organizations.

Overall, the image of the crossed keys symbolizes unity, threefold strength, and constant support. In heraldry, it represents authority, power, and security. At UBS, clients’ money is securely protected. The beautiful carved elements and details tell of a rich historical past dating back to the 19th century.

Font and Colors

The appeal of the UBS logo is built on color contrast. The combination of red and black looks very presentable. Both colors speak of confidence in the future, the presence of unwavering capital, and its constant replenishment.

The red color signifies high financial activity. The bank is constantly engaged in real estate management, trading in the securities market, etc. The shade also indicates that the institution is at the center of attention, often scandalous, as history shows. UBS is associated with an ongoing stream of investigations regarding tax evasion and other financial machinations.

Red is also the color of action. Over more than 20 years in the market, the conglomerate’s influence has expanded to India, China, the US, the UK, and Australia. New directions are opened, and others are closed down. There is constant, bustling activity.

Black – calm and consistent. Despite financial storms, crises, and penalties, the conglomerate continues to operate and guarantees stability to its depositors.

The overlay of black color, specifically on the image of keys, indicates that the institution’s strength lies in unity. The merging of different organizations into a single conglomerate. Their mutual support and experience help them stay afloat in any challenging conditions.

The font for the inscription is Velino Text Medium.

UBS color codes

LustHex color:#e60000
RGB:230 0 0
CMYK:0 100 100 10
Pantone:PMS Bright Red C
BlackHex color:#000000
RGB:0 0 0
CMYK:0 0 0 100
Pantone:PMS Process Black C