Switzerland Tourism has revealed a refreshed brand identity, including a new logo.
Called ‘brand world’, the new identity will initially be launched across the tourism agency’s global offices. An official roll out will take place until the end of the year.
Highlights include a refreshed logo incorporating the Swiss flag, a “hello” slogan in Romansch in a modern Allegra typeface and an “uplifting” colour palette of five shades of red.
Its new hues will symbolise “modernity, diversity and independence”.
The decision comes after almost 30 years of trading under its traditional “goldflower” logo.
Alex Herrmann, Director of Switzerland Tourism UK & Ireland, said: “’Our beloved goldflower has served us well for many years, but we are thrilled to unveil our new brand identity, which will serve to reflect Switzerland Tourism’s growth and evolution.
“We will continue to diversify our offer beyond better-known Swiss destinations and emphasise hidden gems, authentic experiences, off-season travel and sustainable tourism.”
