The rather more snappy "LLB" moniker will replace the longer names of this European private banking group as part of a branding refresh.

Liechtensteinische Landesbank is putting all its group companies under the LLB brand, which will give those who sometimes struggle to correctly spell the name of the tiny European city-state a sigh of relief.

All companies in the group will operate under the “LLB” brand.

“With our new brand identity, we are moving closer together both in terms of our name and our look. This allows us to emphasise the fact that we are one company with shared values and a joint vision,” Gabriel Brenna, CEO of the group, said.

Liechtensteinische Landesbank, Bank Linth LLB and Liechtensteinische Landesbank (Österreich) will from now on operate under the joint brand “LLB.” Bank Linth will go by the name of LLB (Schweiz).

“The shortened version of the name is also more suitable for digital platforms,” Brenna said. 

1861 – the year the bank was founded – will become a distinctive component of the brand, creating a visible link between past and present. 

“The brand is distinctive; it stands out and is very memorable. And it has a simple and modern look,” Brenna said. “Amongst the changes, the colour green will remain a key part of the logo alongside our founding year. This emphasises the strong heritage of LLB, which is something we are very proud of,” Brenna added.

In May, LLB said that Bank Linth, which it took over in January, was incorporated in the LLB business brand as the group raised its Swiss business profile. It has opened new offices in Zurich and St Gallen.