Switzerland Tourism with a new brand identity
The Swiss tourism marketing organization, Switzerland Tourism (ST), recently presented a new "Switzerland" brand logo, replacing the iconic "gold flower" logo after almost 30 years. This move was unveiled at the largest industry event in Swiss tourism, Holiday Day in Geneva. The new logo is intended to represent Switzerland's values such as nature, hospitality and reliability and was developed in collaboration with the Zurich branding agency MADE Identity. With this move, ST wants to refresh Switzerland's tourism brand for a new generation and present it on a modern, digital level. The new "Switzerland" brand is used exclusively in English and contains a Swiss cross instead of the letter "t", which symbolizes the origin and is provided with a color tone of five different shades of red. ST director Martin Nydegger emphasizes that the new brand should convey trust and be characterized by a modern design. ST is a public corporation of the federal government and works to promote tourism demand for Switzerland at home and abroad. The organization works closely with the tourism industry and is managed according to business criteria.