Switzerland

What a beautiful country! The tourist’s Switzerland is an idyllic Switzerland. For over a hundred years, tourists have been asked why they visit Switzerland. And for over a hundred years, they’ve been giving the same answer: mountains, nature, idyll. 

At the start of the project, we gained insights into the brand, but also into the product. We became tourists in our own land and travelled through all parts of the country incognito among other tourists. Sightseeing, sunshine, souvenirs. We experienced the brand and its promise from a visitor perspective, getting to know what it means to look at the country with fresh eyes. We’re ready to give Switzerland a new presence in the world.

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.

Horizon – the red gives rise to the colour palette

‘Our Nature Energises You’. This promise is at the heart of the brand and is also made visible in its appearance. While breathtaking nature is conveyed through images, ‘Energise’ finds a home in the colour palette. The Swiss red fans out into a five-stage colour palette that recalls the alpine glow in our mountains. The colour palette becomes a noticeable brand asset that invigorates the brand in many ways through motion. Using the colour edge as a layout element, the colour palette becomes a connecting constant across all applications throughout the brand universe. The aspiration: the brand should also be noticeable when the logo is absent. The horizontal orientation emphasises the expanse and the horizon in images, creating landscapes and pulsating energy across the entire surface. Switzerland energises you. 

Strong in character, literally

Switzerland is a country with influential fonts and type designers. Miedinger, Fruttiger, Maag. A country that is already a worldwide sensation in terms of design. Swiss tourism has always put this quality boldly in the spotlight for its marketing. In the spirit of this tradition and its effectiveness, we have developed a custom font for the Switzerland brand together with the Geneva-based type foundry Extraset: say hello to ST Allegra. A font that smiles and bids you welcome. A clear use of form, good reading flow and an inviting character that conveys Switzerland to the world as a friendly travel destination.

The brand as an ecosystem

Switzerland is not just a passive brand sending out the country’s tourist offer. It covers various roles and competences, thus becoming an active designer in its relationships with its target groups. The brand is a stage for Switzerland the country as a place of longing in general and for the individual partners in particular, who are given a stage on which to promote their products with an unmistakable connection to Switzerland. The brand is a host and not only promotes to visitors abroad, but also leads them into their experience and accompanies them during their stay. Switzerland creates a continuous brand experience along the entire visitor journey. The brand is on the move. With a broad programme of motion, it opens up storytelling in the digital space with a new brand presence. And the brand is an amplifier. Business partners are given attractive opportunities to connect with Switzerland’s tourist audience and marketing abroad. The Switzerland brand’s ecosystem is geographically accessible and lends itself to tapping into the many opportunities offered by Switzerland Tourism.

The new brand identity marks the beginning of a new chapter in self-marketing for Swiss tourism. Switzerland is a commitment to the systematic strengthening of the brand. Switzerland embodies maximised adaptability on all channels – digital, haptic, spatial. Switzerland is the ideal stage for our diverse country. Switzerland is sightseeing, sunshine, souvenirs.