Together with BKW, Strichpunkt Identity has reorganized the brand architecture of the Swiss energy and infrastructure company, further developed its brand design, and created a digital design system. The result provides a central foundation for BKW’s "Solutions 2030" strategy and the associated consistent brand presence of the entire group.
Since 2024, Strichpunkt Identity has been providing strategic and creative support to the Swiss energy and infrastructure company on its journey towards "One BKW" – a more consolidated brand world under the BKW umbrella brand. The mandate encompasses the entire transformation process: from brand analysis and the development of a new brand strategy – together with partner GMK Markenberatung - and brand architecture, to corporate design, a digital design system, a brand portal, and operational guidance during the rollout.
With its "Solutions 2030" strategy, BKW aims to bring the growing diversity of its companies closer together under the umbrella brand. The starting point was a brand landscape that had grown through numerous acquisitions to include more than 110 brands and logo applications. Together with BKW, Strichpunkt Identity therefore developed a new brand strategy and brand architecture that strengthens the umbrella brand, creates clarity, and at the same time leaves room for individual companies to retain their own identity.
From brand strategy to brand design
Based on the joint strategic work, Strichpunkt Identity designed a visual system that makes BKW's realignments visible under the motto "Wir machen vorwärts" ("We move forward"). The central element is the evolved logo: the previous orange square has been removed, shifting the focus to the three interconnected letters "BKW". This creates a bridge to the first logo from 1908. At the same time, the new logo highlights BKW's pioneering spirit and reflects the ideas of dynamism, progress, and a group coming closer together.
Strichpunkt Identity redesigned the color scheme, key visual pattern, typography, illustration style, and imagery. BKW's electric orange takes center stage as a defining brand color. With "BKW Favorit", which is based on ABC Favorit by Dinamo, a distinctive typographical foundation was created that feels modern and personal. Overall, the new brand identity conveys BKW's vision of a livable world and its ambition to help shape it with forward-looking solutions for energy, infrastructure, and buildings. The new look will be rolled out across all touchpoints and provides additional visibility in sponsoring as well—particularly in Swiss winter sports with Swiss-Ski and at the alpine and nordic FIS World Cups in Switzerland.
Flexible brand system for the entire BKW Group
To enable a consistent brand implementation across the entire BKW Group, Strichpunkt Identity created a digital design system and an overarching brand portal. The system is designed so that different companies, applications, and touchpoints can be integrated within a shared visual logic. In addition, Strichpunkt Identity developed the layout assets and design guidelines for BKW's Brand Creator, which was developed by netzwerk P. This enables employees to independently and easily create brand-compliant communication materials based on clearly defined design and application rules. At the same time, the system establishes the foundation for the future deployment of AI-powered applications in brand management.
Michael Morgenthaler, Head of Group Brand & Marketing Communications at BKW: "Strichpunkt Identity quickly realized that this task was about much more than just a new design. It is about strategy, portfolio, and making BKW stronger as a whole. We were convinced by their clarity of thought, high level of brand expertise, and above all, a team that engaged with great commitment with our organization and our employees."
Martin Schweikert, Chief Communications Officer at BKW: "Brand follows strategy: Solutions 2030 gives BKW a clear strategic direction—our new brand presence translates this into a shared face. We are creating more clarity in our portfolio, strengthening the One-BKW spirit, and pooling our forces. The fact that we had over 110 logo applications until today shows that the right time for this has come."
BKW’s New Brand Identity at a Glance (opens in new tab).
