Switzerland Tourism has unveiled an innovative brand identity titled simply ‘Switzerland’, ushering in a new era for the Swiss tourism industry. The fresh branding takes a bold step forward, encapsulating Switzerland’s enduring commitment to nature, hospitality, and dependability.
In 1995, the transformation of the “Swiss Transport Center SVZ” into Switzerland Tourism marked a pivotal shift, introducing the emblematic “Gold Flower” logo. For nearly three decades, the “Gold Flower” has been synonymous with Swiss tourism. However, branding demands have evolved dramatically, and Switzerland Tourism has embarked on crafting a distinctive, digital brand universe for Swiss tourism.
Transitioning from a traditional logo, the new brand universe encompasses a comprehensive promotional strategy that supports travelers from the planning phase to the actual journey. “Switzerland” now represents the country’s holistic approach to welcoming and engaging tourists.
The letter ‘T’ in the new “Switzerland” brand is cleverly replaced by a Swiss cross, projecting the origin and spirit of the Swiss destination. Moreover, the cross is reimagined in a palette of five red hues, symbolizing modernity, diversity, and autonomy.
The “Switzerland” brand aims to guide and assure all hospitality providers within Switzerland. With this new vision, Switzerland Tourism equips its affiliates and partners to navigate and build confidence in the evolving tourism landscape.
The expansive brand universe is set to be rolled out globally, influencing not just current markets but also future tourism interactions. According to Martin Nydegger, director of Switzerland Tourism, the iconic “Gold Flower” has been a defining symbol for past tourism professionals, and the new “Switzerland” brand is designed to inspire trust and look towards the future for the next generation.
The branding initiative, led by Zurich-based agency MADE Identity, prioritizes visibility and impact on an international scale, ensuring the “Switzerland” brand stands out both online and offline, from promotional activities to tangible experiences.
