The new digital identity stands for the board’s branding strategies of nature, hospitality and reliability
Adopting a rebranding measure, Switzerland Tourism is for the first time adopting a comprehensive tourism brand with ‘Switzerland’ that was unveiled on Tuesday in Geneva.
According to a press statement by Switzerland Tourism, the new digital identity stands for the board’s branding strategies of nature, hospitality and reliability.
ST says that for the first time in the history of Swiss tourism advertising, a pure logo is now becoming a complete brand. The new logo, instead of the letter T, will feature a Swiss cross in the ‘Switzerland’ brand which ‘symbolises the trustworthy origins and radiates the optimism of the Swiss destination’.
But the symbolic cross goes far beyond just a national flag, says the board, adding that it was expanded and given a so-called “colour tone” of five different shades of red, a symbol of modernity, diversity and independence.
Martin Nydegger
“The Gold Flower defined an era for a generation of tourism professionals. The Switzerland brand conveys trust, has a modern design and is forward-looking for another generation. The new tourism brand is being closely watched throughout Switzerland and will represent Switzerland far beyond tourism, including internationally,” says Martin Nydegger, Director ST.
The board says that “Switzerland” stands for all hosts in Switzerland. In this sense, ST says that the new, comprehensive brand will be designed and implemented gradually worldwide with immediate effect, both in all ST markets and across the entire tourism industry.
The statement adds that in 1995, the “Swiss Transport Centre SVZ” became today’s national tourism marketing organisation, Switzerland Tourism. At the same time, the common image of tourism in Switzerland was created under the umbrella of the previous logo, the “Gold Flower”. This gold flower became a well-known and popular symbol for Swiss tourism advertising for a generation.
The statement adds that for many years, not only the then new marketing organisation ST, but also a number of industry organisations, destinations and service providers promoted Switzerland’s tourism offerings with the same logo.
Looking back at the logo’s legacy, ST says that the gold flower has accompanied an entire generation and is now associated with tourism in Switzerland by the Swiss population and many guests.
The new brand identity was developed together with Zurich-based branding agency, Made Identity. When developing ‘Switzerland’, the branding agency focused on three main areas, visibility, digital impact digitally and customer experience.
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