In an ongoing rebranding exercise, Switzerland Tourism has retired its iconic golden edelweiss logo and replaced it with the word Switzerland, with the Swiss cross taking the place of the letter ‘t’, set against a colour gradient backdrop of five shades of red.
The new brand identity was developed with Zurich-based branding specialist, Made Identity. According to the agency’s case study on the rebranding exercise, the new logo allows a stronger reflection of the Swiss flag through the inclusion of the Swiss cross in the wordmark while the five tones of red convey energy and the alpine glow of Swiss mountains.
While the new brand image was unveiled in Geneva on May 1, the full exercise will be implemented globally in stages. Switzerland Tourism, which the Switzerland Convention & Incentive Bureau is part of, told TTGmice that more information would be shared with the Asian travel trade community at ILTM Asia Pacific 2024.
