BSI is one of the largest Swiss banks, and it is an interesting company case for its unique corporate communication activities. At Franklin College, Organizational Behavior course, we had the pleasure of having a guest lecture by Mr. Zueger, head of Corporate Communication at BSI. He talked about the rebranding of BSI and the merge with Banca del Gottardo. In recent years the bank had a new logo and extensive rebranding actitivties. The violin was selected to represent the core characteristics of the bank, and widely used on all the bank’s information material.