Almost 30 years of Swiss tourism advertising under the “Goldflower” banner, Switzerland is for the first time adopting a comprehensive tourism brand world with “Switzerland”.
The new, digital and modern brand world stands for Switzerland’s long-standing tourism promise: nature, hospitality and reliability. In 1995, the Swiss Transport Center SVZ became a national tourism marketing organization Switzerland Tourism. At the same time, the common image of tourism in Switzerland was created under the umbrella of a new logo, the “Gold Flower”. This gold flower became the well-known and popular symbol for Swiss tourism advertising for a generation. For many years, not only the marketing organization ST, but also a number of industry organizations, destinations and service providers promoted Switzerland’s tourism offerings with the same logo. The gold flower has accompanied an entire generation and is now associated with tourism in Switzerland by the Swiss population and many guests.
Three decades later, the requirements for a brand are completely different than they were in the 1990s. ST has therefore decided to create a new, unique and recognizable digital Swiss brand world. Instead of the letter T, a Swiss cross in the “Switzerland” brand goes far beyond just a national flag. It was expanded and given a so-called “color tone” of five different shades of red, a symbol of modernity, diversity and independence, said a media statement.
The new brand will be designed and implemented gradually worldwide with immediate effect – both in all ST markets and across the entire tourism industry. The complete transition to the new brand world is likely to take a few months. Martin Nydegger, director ST, said, “The Gold Flower defined an era for a generation of tourism professionals. The Switzerland brand conveys trust, has a modern design and is forward-looking for another generation.”
The new brand identity was developed together with the Zurich branding agency Made Identity. 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, the media statement added.
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