Concordia’s brand strategy and corporate design relaunch was honored with the prestigious 2026 Corporate Design Award. With this award, the independent jury recognizes a brand identity that demonstrates how a long-established insurance brand can evolve credibly—without losing its identity.
A Brand Refined
Together with Concordia, wirDesign further developed the brand strategy and sharpened the positioning: »Our community is your protection«. The goal was to make the mutual insurance company’s unique sense of community visible and translate it into a brand universe that meets the demands of a digital future.
Strategy Comes to Life
Through an interactive strategic process, a corporate design was created that combines approachability and clarity. A custom-developed typeface, a flexible icon system, authentic visual elements, and a minimalist design create a consistent brand presence across all analog and digital touchpoints. The result is a brand universe that builds trust, provides guidance, and positions Concordia as modern, approachable, and future-ready.
Continuity as a Strength
The jury particularly praised the evolutionary approach of the relaunch. Rather than opting for a radical break, the new corporate design consistently builds upon Concordia’s history spanning over 160 years. The familiar identity is preserved while simultaneously gaining clarity, relevance, and future-readiness. Especially in a market where many brands seem interchangeable, Concordia is thus consciously focusing on authenticity, community, and trust.
»This award confirms our commitment to positioning the Concordia brand for the future—drawing on its unique heritage and history. Our brand now embodies what Concordia has always stood for: community, reliability, and personal connection. At the same time, together with wirDesign, we’ve laid the groundwork to remain relevant and adaptable in the future,« said Jan-Hendrik Diederich, Head of Integrated Communications and responsible for brand management at Concordia Insurance.
The Corporate Design Award 2026 honors a project that demonstrates how strategic brand management and corporate design can together make a lasting contribution to a brand’s future viability.
About the Corporate Design Award
For over three decades, the Corporate Design Award has recognized pioneering work in the categories of launch design, relaunches, and identity-defining corporate design elements. It honors companies, agencies, and designers in the German-speaking world who strengthen brands in a distinctive way through their visual identity.
The jury, composed of renowned experts from the design industry, business, and academia, selected a total of 34 winners in nine categories from all 2,026 eligible submissions. The selection process focused on criteria such as innovative strength, design quality, effective execution, and overall impact.
Link to the online gallery for the Corporate Design Award
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Anita Lüder-Bugiel
Corporate Communications