Brand and sponsoring

The world is changing. Our values stand for tradition and innovation, for dynamism and stability. The “Liechtensteinische Landesbank” brand means reliability for our clients, motivation for our employees and a long-term strategy for our stakeholders. As sponsors, we are committed to supporting sports, culture and society.

Brand components

The design of our brand is classic and modern. The clear geometry of the brand logo stands for security and stability. The angles projecting beyond the basic shape symbolise our openness. The colour green signals our origin, and the red square core stands for our focus on what is essential and on our partners. The harmony and equality with which the elements form a unity represent connection and partnership.

Strategic positioning

The LLB Group’s Focus2015 strategy, successfully implemented by the end of 2015, forms the solid basis of the Group strategy for the next five years, as planned: StepUp2020. This strategy focuses on four core elements: growth, profitability, innovation and excellence. Having successfully refocused, the LLB Group is now entering a new phase – that of profitable growth. The strategic positioning is also reflected in both the LLB and Bank Linth LLB brands. At the beginning of 2015, the LLB Group presented its new vision, guiding principles and new market positioning, based on the core brand identity of the LLB (“Tradition Meets Innovation”) and Bank Linth (“Truly simple”).


The LLB Group’s vision is: “We set standards for banking with values”. Our vision of banking is based on the idea that we can excel at managing material values if we have a clearly defined system of values.

Guiding principles

The LLB Group’s guiding principles, which are derived from this vision, express four binding values that shape our corporate culture: “integrity”, “respectfulness”, “excellence” and “pioneering”. Under these values we understand the following:

  • Integrity – we create clarity and stand by our word.
  • Respectfulness – we believe in partnership and hold both clients and colleagues in high esteem.
  • Excellence – we set standards through performance and passion.
  • Pioneering – we play an active role in creating a sustainable future.


Both LLB Group brands, the LLB and Bank Linth, are clearly positioned. The respective differentiation of each brand from competing brands provides an important basis for successful brand management.


The Liechtensteinische Landesbank is the oldest and longest-standing financial institution in Liechtenstein. It is committed to a concept of banking that is geared towards security and stability, while still being target-oriented and dynamic. The LLB creates added value by synthesising competing values. This leads to new and pioneering solutions. The LLB’s journey from tradition into the future is best expressed by the statement: “Tradition Meets Innovation”.

Bank Linth

As the first financial institution in Switzerland, Bank Linth has been consistently meeting clients’ needs for years now by practising its motto of being “Truly simple”. The idea behind this is to provide the individual client with time-savings, clarity and convenience in an ever more hectic and complex world. Excellent service quality, clearly and comprehensibly communicated, transforms clients into equal partners.


Strong client ties and financial culture already begin for the LLB and Bank Linth in the classroom. The LLB Group has provided a platform aimed at young adults, called “youli”, since 2014. The platform is active in Liechtenstein and eastern Switzerland and stands for “young Liechtenstein” and “young Linth”.