BKW
Moving forward
BKWho?
BKW offers everything required for the energy transition. Yet, too few people are aware of this. While many Swiss citizens know of BKW, hardly anyone knows just how important its contribution to the energy transition is, or exactly what it provides and coordinates. Even within the BKW Group, there is a lack of clarity. Which companies belong together? How can they support one another? What connects them? And what do they stand for collectively as the BKW Group? In short: the shared identity is neither visible nor tangible. This weakens the objective of the energy transition and leaves much potential untapped.
Unleashing energy: One BKW
BKW is diverse. Different companies, competencies, and perspectives work along the energy transition value chain towards a common goal. With the "Solutions 2030" corporate strategy, this energy is gaining a clear direction. Now, it is also being given a unified presence.
The new brand architecture brings the forces within BKW closer together. The strengthened masrter brand and the new logo signature create visible connections, orientation, and presence, while simultaneously leaving space for the individual companies to maintain their own identity. Connecting diversity for a shared forward momentum: a design system that preserves independence, creates a sense of belonging, and makes transformation visibly dynamic. We are moving forward.
Speed up
This new forward drive and stronger networking is primarily reflected in the new logo: visually connected, the square icon has been removed, replaced by a powerful and dynamic orange that captures the idea of a BKW Group moving closer together. This conscious independence is evident in a bold and visually uniform application – not least in sponsorship, such as the long-standing partnership with Swiss Ski and the presence in international FIS Alpine skiing.
From Attitude to Impact
The bold design of the new brand identity gives BKW a strong and unmistakable scale and presence. In addition to the brand design, we have developed a digital design system and a completely renewed website, scheduled for launch in October 2026. In a virtual launch event in September 2026, over 12,000 BKW employees were inspired by the new brand. Strichpunkt Identity works closely with BKW to bring the identity to life within the company and beyond.
Brand Creator
In collaboration with the Relatial design shop system, brand assets can be created on-brand without prior knowledge using a design shop system. The foundation is the dynamic BKW brand design, the behavioural rules of which will also make it AI-compatible in the future.
Brand follows strategy: 'Solutions 2030' gives BKW a clear strategic direction – our new brand identity translates this into a common face. We are creating more clarity in the portfolio, strengthening the 'One BKW' spirit, and pooling our strengths. The fact that we have had over 110 logo variations until now shows that the time is right for this.
Martin Schweikert
Chief Communications Officer BKW
