Launching the new Benifex brand
12.05.26
We鈥檙e听proud to introduce an updated听Benifex听featuring a new visual identity, logo, typography, expanded colour听palette听and new graphical elements that shape our听new look听and feel.听
For us, this is about more than design.听It鈥檚听about how we want people to experience us, what we stand for, and the feeling we leave behind. Our brand should reflect who we are, where听we鈥檙e听headed,听and above all: why we exist.听
A brand with humans at the heart听
As part of creating our new expression, we spoke with employees, customers,听stakeholders听and leaders across both听Benifex听and the听Zellis听Group (our owners). One insight stood out clearly: the customers we support all share something important in common 鈥� they support other people through听life鈥檚听and work鈥檚 most important moments.听
And听that鈥檚听exactly what we want to enable.听Benifex听helps organisations support their people in the moments that matter most. When people feel confident,听understood听and guided, better experiences are created 鈥� for both individuals and businesses.听
That鈥檚听why our new brand is built around one clear focus:听Build better benefits with humans at the heart.听
The new identity听
Our new expression is designed to feel human,听inclusive听and confident.听We鈥檙e听keeping green as our primary colour while introducing complementary colours to add energy,听flexibility听and accessibility.听We鈥檙e听also introducing听Gelica, a warmer and more approachable typeface that better reflects our personality.听
We鈥檙e听also launching 鈥渟hared marks鈥� 鈥� graphical elements inspired by the marks people leave behind. Brush strokes,听movement听and organic shapes symbolise energy,听individuality听and humanity.听
Our iconic 鈥淏鈥� evolves into a more hand-drawn and organic symbol, still unmistakably听Benifex, but more human and alive.听
What happens next?听
Over the coming weeks,听you鈥檒l听gradually start seeing our new identity rolled out across channels and materials. Some assets will still carry our听previous听visual identity during a transition period, but听we鈥檙e听updating everything step by step.听
We鈥檙e听excited to share the next chapter of听Benifex听with you 鈥� and we hope听you鈥檒l听love it as much as we do!听
