Misleading logo
Zurich insurance waives “Z”
03/27/2022, 12:20 p.m
Zurich Insurance has long presented itself with a white “Z” on a blue background. But the letter is used by Russian troops in the war against Ukraine. That’s why the insurance company is now exercising restraint.
Against the background of the war in Ukraine, the Swiss insurance group Zurich decided to use its company logo “Z” significantly less. “We are temporarily removing the use of the letter ‘Z’ from social channels where it appears isolated and could be misunderstood,” the company confirmed. Instead of a single “Z”, the Zurich logo on social channels such as Twitter, Facebook and Instagram now consists of the full name of the insurance group, also in white on a blue background. The shortened logo can still be seen on the Group website.
The letter emblazoned on many Russian tanks during the Ukraine war has become a symbol of the war in Russia. According to the Russian Defense Ministry, the character stands for the slogan “For Victory” (in Russian: Za Pobedu). The “Z” is stuck on many cars in Russia, people spray the sign on buildings and sew stickers for their clothes. On social media, celebrities also add a capital “Z” to their names.
In Germany, the first federal states are already taking action against the “Z” license plate in certain contexts. Bavaria and Lower Saxony ordered that the public use of the symbol, for example in demonstrations, is punishable. Up to three years imprisonment or a fine are possible. In other German federal states, politicians are already demanding similar rules. So far, there have been no such criminal consequences in Switzerland.
“We are monitoring the situation closely and will take further action if necessary,” the insurance company said. “The Zurich brand has been around for 150 years. It is a trusted brand and we have demonstrated our ability to change over time and respond to challenges.” The company had already announced in early March that it would no longer be taking on any new domestic customers in Russia and would not be renewing the existing local business.