Switzerland Unravels New Tourism Logo, And it’s A Huge Plus
Image via MADE Identity
Switzerland Tourism has Edelweiss-ened up to its image with a new era for its visual identity, unveiling a logo that departs from the ‘Gold Flower’ used for nearly three decades. The new design, crafted by Zurich-based branding agency MADE Identity, denotes “a brand universe as multifunctional as a Swiss army knife.”
The revamp features the word “Switzerland” writ large, with a twist. Replacing the letter ‘T’ is the iconic Swiss cross, a powerful symbol instantly recognized across the globe. This design choice aims to strengthen the association between the brand and Switzerland as a tourist destination.
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The red used in the cross isn’t a singular shade, but a gradient of five tones inspired by the “Alpenglow,” the breathtaking phenomenon where the Alps are bathed in a warm, reddish light at sunrise and sunset. This subtle detail injects a touch of dynamism while mirroring the diverse experiences Switzerland offers visitors. These hues also represent modernity, diversity, and independence, reflecting the nation’s desire to be seen as more than just a scenic escape.
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All in all, the new logo embodies the core values that have long underpinned Swiss tourism: nature, hospitality, and reliability.
The rebranding effort is part of a broader strategy to refresh Switzerland's image as a destination that goes beyond breathtaking landscapes. Talk about moving mountains.
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[via Travel Trends Today and The Local Switzerland, images via MADE Identity]
