To mark the merger of Süddeutsche Krankenversicherung (SDK) and Stuttgarter Lebensversicherung, Strichpunkt Identity created a new brand identity and developed a comprehensive corporate design that unites the two long-established insurance companies under a new umbrella brand.
Under the new umbrella brand, Süddeutsche Krankenversicherung AG (SDK) and Stuttgarter Lebensversicherung AG (Die Stuttgarter) are pooling their expertise in the areas of health, insurance, and retirement planning. Strichpunkt Identity developed an integrated and long-term scalable brand identity that preserves the trust built up over time in the two insurance companies—each with a history of over 100 years—while also highlighting their shared strategic direction.
From winning the pitch in May to the official launch in October 2026, the collaboration focused on creating a distinct identity for the new corporate group. Based on the previously developed brand positioning, the new name DIE SÜD Versicherungen, the tagline “A noticeably better quality of life,” and the creative guiding principle “Noticeably more” for the entire brand identity were created. These form the foundation for consistent communication aimed at employees, job applicants, sales partners, and end customers.
The new umbrella brand will make its first physical appearance on October 27 and 28 at the DKM in Dortmund, Germany’s leading trade fair for the finance and insurance industries, with more than 16,000 industry professionals attending.
Visual Identity: The “Pulse” as a Unifying Element
The new corporate design translates the guiding principle into a distinctive visual language. The central design element is the so-called “Pulse,” which embodies the guiding principle “Spürbar mehr” (Noticeably more) and shapes the brand identity through its dynamic, adaptable form.
In combination with the new logo, a warm color palette, and the company’s own typeface, this creates a visual identity that underscores the shared new beginning while maintaining stability and trust in the existing brands. Complemented by an authentic visual language and a clear tone of voice, the new umbrella brand is consistently experienced across all touchpoints.
Modular System for a Smart Brand Architecture
The new corporate design was developed as a flexible system and serves as the design foundation for the upcoming integration of the established retail brands. By around mid-2027, the visual identities of the two brands will be gradually aligned with that of DIE SÜD, so that their unity is also visually apparent. Until then, the sender identification system developed by Strichpunkt Identity will govern how the new umbrella brand and the sales brands SDK and Die Stuttgarter—which will initially continue to operate independently—are communicatively linked at their respective touchpoints.
The umbrella brand was visible from the outset in both external and internal communications. Among the first practical applications are the umbrella brand website and a brand portal, as well as a launch video and various design templates for presentations and social media. Strichpunkt also supported the internal launch by producing a brand booklet and implementing branding for the company’s buildings. For DIE SÜD’s first major appearance at the DKM, the agency also designed the trade show booth.
Right from its launch, DIE SÜD is positioning itself as a unified employer brand. To achieve this, Strichpunkt translated the strategic positioning into a communicative employer branding concept. The goal of the unified employer brand is to attract new talent to the corporate group and to unite the approximately 1,600 employees of both companies under one umbrella through communication.
Klaus-Peter Klapper, Head of Marketing at Stuttgarter Lebensversicherung: “With DIE SÜD, we are bringing together two companies with long traditions and distinct areas of expertise under a single umbrella brand. It was crucial for us to preserve the established strengths of both companies and develop a shared brand identity from them. The new identity gives our collaboration a clear direction and lays the foundation for our shared future.”
Ulrich Jekel, Head of Marketing/Training at SDK: “DIE SÜD stands for noticeably more possibilities: For our customers, we combine health, insurance, and retirement planning into a broader range of services. At the same time, this opens up additional opportunities for our agents in consulting and sales. Our employees benefit from new perspectives and opportunities for growth. With the new umbrella brand, we aim to communicate these advantages even more clearly in the future.”
Maria Strodt, Unit Lead and Strategy Director at Strichpunkt Identity: “A strong umbrella brand is always a catalyst for further integration. We’ve achieved our first major milestone with the launch of DIE SÜD. It provides the framework that allows a shared, lived identity to grow from two independent, long-established companies—from the inside out.”
Further Development of the Sales Brands Starting in 2027 The launch of the umbrella brand in October 2026 does not mark the end of the brand development process. The next project phase begins in November 2026, during which Strichpunkt Identity will develop the endorsed branding for the two sales brands. The launch is scheduled for summer 2027.
