Process makes the Switch brand fit for the future
The new brand identity is intended to make the foundation's sharpened positioning tangible and, in the long term, to strengthen Switch's role as a digital trailblazer for Swiss universities into a secure digital future.
Switch was established in 1987 as a foundation under private law by the federal government and the then eight university cantons. The common goal: to ensure the "effective use of modern methods of teleinformatics in the service of teaching and research in Switzerland". In addition to building a network infrastructure for teaching and research, Switch has also been responsible for allocating domains in Switzerland and Liechtenstein since the early days of the Internet.
Today, around one million people and organizations throughout Switzerland use Switch's digital services. The user base includes all universities, their employees, students and alumni. It also includes university-related organizations and Switzerland as a business location.
In recent years, the requirements for the brand have changed significantly. For example, not only does security in the digital space play an increasingly important role, but also digital identities or the development of cloud services for the special needs of universities.
In order to meet all requirements, the brand was defined in a more approachable, fresh and activating way. The basis is a lively brand design that can be easily and specifically expanded with images and other graphic elements. A comprehensive brand portal enables Switch to publish content easily and in line with the brand. For the entire rebranding, Switch relied on the Zurich agency Process.
In the course of the rebranding, the entire product portfolio was also restructured and a new nomenclature introduced. This is intended to provide potential customers with faster and more effective access to the range of services.
"Due to increasing digitalization, our world is changing faster and faster. As a pioneer, Switch wants to actively lead Swiss universities into a secure digital future. We must also live up to this aspiration with our new brand at all levels," says Tereza Karagülle, Head of Digital Communication and Events at Switch.
Responsible at Switch: Tereza Karagülle (Head of Digital Communication and Events), Yves Ettounsi (Product Owner), Claudia Lienert (Leads Community Management, Member of the Executive Board), Tom Kleiber (Managing Director). Responsible at Process: Markus Hammer (Creative Director, overall responsibility), Antonia Frind, Simon Wüthrich (Consulting), Bruno Manser (Digital Director), Clau Isenring (Text), Pascal Hegemann, Thomas Rütti, Timon Gschwind (Design) and Wanda Honegger (Digital Design).
