Sightseeing. Sunshine. Souvenirs.

As an NTO (National Tourism Organisation), Switzerland Tourism serves many target groups: members, politicians, business partners, tourism partners, marketing agencies, media and, of course, visitors from all over the world. What used to be managed in an organisation-centred way is now given a clear structure and an undisputed focus: the brand puts the visitor at the centre.

One country, one brand

Switzerland has countless names. A different one in every language. The new identity strengthens the brand with a consistent one-brand strategy and a reduction to the English word mark ‘Switzerland’. It’s Switzerland that competes for medals at the Olympics and Switzerland that wins 12 to zero points at the Eurovision Song Contest. The English name for our country is the most popular and has the widest appeal. This is also confirmed by a representative study in the markets of Germany, France, Italy, South Korea and the Gulf States. Switzerland is known and will be recognised.

The Swiss cross at the heart of the word mark

The development of the figurative mark was a discussion with far-reaching explorations. For all our creativity, however, the prerequisite was that the Swiss cross must be more prominent. Our flag is a strong signal. It is a wordless embodiment of our country and our values. The lettering takes up the cross in its centre and makes the otherwise silent ‘t’ quite loud for once. The cross has always been hidden in this letter. In the identity of Switzerland Tourism, it is now unmistakable. Switzerland’s two most important brand assets are integrally linked.

Switzerland

A brand universe as multifunctional as a Swiss army knife and a logo that unmistakably unites Switzerland’s two best-known ambassadors: welcome to Switzerland. read case

Brand Audit

Branding

Digital

Editorial

Motion

Launch

A brand universe as multifunctional as a Swiss army knife and a logo that unmistakably unites Switzerland’s two best-known ambassadors: welcome to Switzerland.