Case LLB

Martin et Karczinski

Value-based banking
for a sustainable future

Transformation of the LLB


Under the new name LLB, the Liechtensteinische Landesbank and Bank Linth become an internationally operating premium bank with a focus on wealth management. 



With a dual strategy, the LLB is both a retail bank in its home market of Liechtenstein and Eastern Switzerland as well as an internationally operating private bank. The visual identity is to do justice to both of these very different identities.



In order to provide the growth strategy with a normative framework that is stable in the long term, the management of the Liechtensteinische Landesbank has answered the fundamental questions of its existence and day-to-day activities with values, purpose, vision and mission in several be.yond workshops. The uniform new name for all markets – in Switzerland, Bank Linth is now LLB - a new logo and the revised visual identity express this positioning.


With "We are creating a sustainable future through values-based banking" as its purpose and "We are one of the most trustworthy banks in the world" as its vision, the LLB makes clear, ambitious statements about who it is and where it is heading – in Liechtenstein and Switzerland, but also in Germany, Austria and in selected markets outside the DACH region.


The distinctive new logo, the visual language and the image concept with expressive portraits in different living and working environments make LLB's competence and power perceptible in its brand-new look

The logo stands out in its radical reduction through a combination of lower-case letters, set in bold, with LLB's founding year, 1861. It is striking and therefore memorable, and ideal for digital use. 

The corporate color racing green was adopted, its use conceived more discreetly, supplemented in the logo with beige-gold for the year – an established color code of high quality. 

The imagery plays an important emotional role in the new brand identity. On the one hand through the green and black duplex images, which are used as key visuals, and on the other hand through the broad-based image concept, which tells of the different living and working spaces of customers.