“Switzerland”: A New Comprehensive Tourism Brand

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A New Era for Swiss Tourism

After nearly 30 years of Swiss tourism advertising under the “Goldflower” banner, a new era is dawning. For the first time, Switzerland is adopting a comprehensive tourism brand world with ‘Switzerland’, replacing the mere logo of the past.

The Promise of Switzerland

The new, digital, and modern brand world stands for Switzerland’s long-standing tourism promise: nature, hospitality, and reliability. This brand is set to represent Switzerland far beyond tourism, even on an international scale.

The Evolution of the Brand

In 1995, the “Swiss Transport Center SVZ” transformed into today’s national tourism marketing organisation, Switzerland Tourism (ST). At the same time, the common image of tourism in Switzerland was created under the umbrella of a new logo, the “Gold Flower”. This logo became the symbol for Swiss tourism advertising for a generation.

“Switzerland” – A Sharpened Brand

Today, almost 30 years later, the requirements for a brand have completely changed. ST has therefore decided to create a new, unique, and recognisable digital Swiss brand world. For the first time in the history of Swiss tourism advertising, a pure logo is now becoming a complete brand world.

Symbolism in the Brand

Instead of the letter T, a Swiss cross in the “Switzerland” brand symbolises the origins and radiates the optimism of the Swiss destination. The symbolic cross goes far beyond just a national flag: it was expanded and given a so-called “colour tone” of five different shades of red, a symbol of modernity, diversity, and independence.

Brand for the Entire Tourism Sector in Switzerland

The idea from the founding days of the Goldflower is carried forward and perfected. “Switzerland” stands for all hosts in Switzerland. In this sense, ST enables its members and partners to provide orientation and create trust. The new, comprehensive brand world offers possibilities on all channels, now and in the future.

The New Brand Identity

The new brand identity was developed together with the Zurich branding agency MADE Identity. When developing “Switzerland”, MADE focuses on three main areas. On the one hand, the brand should become more visible and noticeable internationally through a consistent one-brand strategy. In addition, the brand should have maximum impact digitally, tactilely, and spatially. And finally, “Switzerland” as a brand should be able to accompany guests through the travel experience: from advertising, to the experience, to the souvenir.

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