The letter Z, which Zurich Insurance Group uses as its logo, has recently come to mean support for Russian president Vladimir Putin and his invasion of Ukraine – prompting the insurer to reshape its branding in the interim to avoid misrepresentations.
“We are temporarily removing the use of the letter ‘Z’ from social channels where it appears in isolation and could be misinterpreted,” Zurich told The Telegraph, which highlighted the increased prominence of the letter as a symbol of pro-Putin support.
“We’re monitoring the situation closely and will take further actions if and when required. The Zurich brand has been around for 150 years. It is a trusted brand, and we have proven our ability to change and respond to challenges over time.”
It was reported that the letter has appeared not only on Russian army vehicles but even on supporter shirts. Reuters cited it as being featured at pro-Kremlin rallies.
A month ago, the Swiss company stated: “Zurich Insurance Group condemns the Russian government’s aggression towards Ukraine, the human suffering that it is inflicting, and the broader threat that it poses to democracy and freedom in the region.”