After 30 years of Goldblume: Made Identity creates new "Switzerland" brand
For 30 years, the golden flower was the trademark for Switzerland as a travel destination. Now Switzerland Tourism is opening a new chapter in brand management. Switzerland" was presented in Geneva on Monday. The new brand was developed by Made Identity and is now in use.
In 1995, the time-honoured "Schweizerische Verkehrszentrale SVZ" became today's national tourism marketing organization Switzerland Tourism (ST). Under the umbrella of a new logo, the "golden flower", the common image of Switzerland as a tourist destination was created at the same time. For a generation afterwards, this golden flower was the well-known and popular symbol for Swiss tourism advertising. For many years, not only the then new marketing organization ST, but also a number of industry organizations, destinations and service providers advertised Switzerland's tourism offerings with the same logo. The golden flower has thus accompanied an entire generation and is now associated with Switzerland as a tourist destination by the Swiss population and many guests.
30 years later, the requirements for a brand have changed. ST has therefore decided to create a new, unique and recognizable digital Swiss brand world: A pure signet is now becoming a complete brand world for the first time in the history of Swiss tourism advertising. "The golden flower shaped an era for a generation of tourism professionals. The Switzerland brand conveys trust, presents itself in a modern design and is future-oriented for another generation," explains ST Director Martin Nydegger.
The brand is being reduced from several logo variants in all languages to a consistent "one brand" strategy. A versatile brand ecosystem is being built around this, which will allow the brand to be presented in the best possible way spatially, physically and digitally. This opens up new opportunities for Switzerland Tourism to present the brand on the international stage.
The new appearance was developed and implemented by the Zurich branding agency Made Identity. The requirements and potentials were recorded in a comprehensive brand audit and finally developed with "Switzerland". The logo combines Switzerland's two most prominent ambassadors: the name "Switzerland" and the flag. The lettering incorporates the Swiss cross in its center - and makes the otherwise silent "t" very loud for once.
The "Horizon" color scheme is inspired by the alpenglow, fanning out the Swiss red into five shades and thus becoming a versatile design element that is intended to make the sender recognizable even without a logo presence.
"Switzerland" should represent the diversity of the travel destination, offer the partners a visible stage and place guests at the center without compromise. The brand experience accompanies guests throughout their entire journey: from the first browse, through the planning and stay to the souvenir. The brand becomes the host.
From Wednesday, "Switzerland" will be launched in all markets and will be continuously translated into all measures until the end of the year.
Responsible at Switzerland Tourism: André Hefti (CMO), Oliver Nyffeler (Head Productions), Martin Pally, (Head Campaigning), Anouk Blum, Claudia Brugger, Sarah Krauer, Samira Steriti (Project Management), Andrea Jenzer, Nadine Ackermann, Susanne Berther, Jan Karlen (Graphic & Media Design), Pascal Bloch (Specialist Multimedia Production), Kim Corpataux, Sariana Berchtold, Nicola Fürer, Matyas Fabian (Multimedia Producers), André Meier (Photography). Responsible at Made Identity: Georg Gadient (Strategy), Adrian Glatthorn (Creative Direction Branding), Alexander Weis (Creative Direction Digital), Zoe Heeb (Art Direction Branding), Jan Keller (Lead Consultant), Bettina Gugler, Mauro Simeon, Karin Hauser (Brand Design) Alessio Rattazzi (Motion Design).
