– Switzerland Tourism adopts a new emblem
After thirty years, the golden flower gives way to the “Switzerland” brand, which aims for an increased presence internationally and in the digital world.
ALE
Published today at 4:17 p.m.
New emblem of the country’s tourism promotion.
@ST
Switzerland Tourism, the country’s promotional body, has decided to abandon the golden flower as the emblem of its strategy. After three decades, this will be replaced by the simple name “Switzerland”, the “T” of which will be formed by the Swiss cross.
With this change, Suisse Tourisme intends to create a brand universe encompassing both the promotion of the country around the same values as before (nature, hospitality and reliability) as well as the support of tourists “throughout their journey, from inspiration for trip planning,” according to the press release.
The Zurich branding brand MADE indentity supported Suisse Tourisme in the reflection and implementation of this new visual strategy, around three priorities: international visibility, digital impact and omnipresence throughout the travel experience, from advertising in memory.
In the press release, Martin Nydegger, director of ST, insists on the necessary updating of the country’s promotion: “The golden flower marked an era for a generation of tourism professionals. Accompanied by a modern and resolutely forward-looking design, the Switzerland brand inspires confidence for future generations. Suisse Tourisme is a public law corporation, half financed by federal funds and the other half by contributions from the sector. It employs 280 people in 36 offices and 23 countries.
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