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