Revolution: Switzerland Tourism abandons its historic edelweiss

PublishedApril 29, 2024, 4:56 p.m.

Switzerland’s promotional body is changing its entire visual universe.

Switzerland Tourism is making its revolution. Our country’s promotional body is changing its logo, visual identity, and more. It adopts “a complete tourism brand universe”, according to the terms communicated this Monday.

The first change that will be obvious to everyone is the end of the edelweiss, with its Swiss heart, which was the historic logo for the promotion of our regions. It is the end of thirty years of good and loyal service.

Suisse Tourisme, under this name, was born in 1995, it is recalled, launched then with the “golden flower”, the edelweiss. “From that moment on, this emblematic flower of Swiss tourism promotion has been a symbol known and appreciated by an entire generation. The golden flower has thus accompanied an entire generation and is today associated with tourist Switzerland for all visitors, Swiss and foreigners,” the press release indicates.

Finished. Because “today, almost 30 years later, the demands placed on a brand are completely different from those of the 90s”.

So here comes what is called “a new digital brand universe as unique as it is recognizable”. So, “a complete brand universe replaces a simple acronym”. No more edelweiss, here is “Switzerland”. In English only, no more variations in the four national languages.

Visually, it is a “Switzerland with a small national flag representing the letter “t”. A cross “enlarged and decorated with a monochrome of five tones oscillating between red and pink, as a sign of modernity, diversity and autonomy”, it is detailed.

This new brand identity was developed with the Zurich branding agency MADE Identity. With the primary objective of making the brand “more visible and easier to remember internationally, thanks to a unique and coherent brand strategy.” The cost of the change is not specified.