The logo is the most important visual element of a brand. In the course of the integration into UBS, the sail-like symbol of Credit Suisse could soon disappear.
The sail-like symbol stands for the pioneering spirit of the entire bank and the tradition of the business, according to the Credit Suisse website. But for how much longer? The logo could gradually disappear from everyday life. The process has already begun.
New signs in New York
UBS has begun the process of removing the international «Credit Suisse» brand, according to a «Financial Times» (behind paywall) story, citing informed sources. It's replaced signs at the collapsed bank's US headquarters, with more changes planned at other key locations, it said.
The Credit Suisse logo outside the bank's New York headquarters on Madison Avenue and in the lobby has been replaced with signs that read «Credit Suisse AG, a UBS Group company.» According to the paper, UBS plans to replace the lettering with its logo in the coming months, erasing references to a 167-year-old institution.
Will the Brand Survive in Switzerland?
In September, UBS could initiate a similar process at Credit Suisse's London headquarters in Canary Wharf. What will happen to the Canary Wharf offices is uncertain, especially since the 21-story high-rise is underutilized. In addition, massive job cuts at Credit Suisse in London are to be expected in the course of the integration.
In Switzerland, the Credit Suisse brand could survive if UBS sells the domestic business of its former rival, the report continues.
