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The Aargauische Pensionskasse (APK) is a pension institution under public law in the canton of Aargau (German-speaking Switzerland). With this rebranding, APK firmly anchors itself in its region, specifically in the landscape of the Canton of Aargau with its three rivers the Aare, the Reuss and the Limmat, which flow together at the so-called Wasserschloss (“moated castle”).

Client: APK
Lead agency: Primafila Zürich
Strategy: Viviane Egli, Michael Suter
Creative Direction and design: Dave Hänggi

Design (annual report): Fabian Elsener
Photography: Raphael Zubler

The logomark depicts the three major Swiss rivers Aare, Reuss and Limmat coming together in Aargau: The water-canton. The flowing element remains at the core of the brand design and results in a visual identity that honors the tradition of the institution and is at the same time forward looking.

The new color system continues the narrative of the Swiss rivers uniting in the canton of Aargau. Additionally the idea of the flowing element was implemented using watercolor elements in combination with people portraits.

To continue the concept of the 3 rivers, we depicted the flowing element in the form of watercolor paintings with the intention to work together with local artists in the future. They will create artworks which can be used in the office, on postcards or annual reports.

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