Tourism board logos can be difficult to get right, but Zurich-based MADE Identity came up with this logo for the rebranding of the Swiss Tourism Board. The country’s tourism marketing organizations are replacing a variety of outdated logo variations with a “single brand” approach and a versatile brand ecosystem that really pops.
Central to the identity is a new logo designed for maximum impact. Simple but effective. The logotype says “Switzerland”, but the letter “T” is replaced by the familiar regular cross of the Swiss flag.
Games with symbols and text like this can sometimes feel a bit gimmicky, but in this case it doesn’t feel forced or overblown. This simplicity works because of the Swiss flag’s familiarity and positive associations. Certainly, it has had a far more immediate impact than its previous identity, which dates back to 1995. The Swiss Tourism Board said that many Swiss people liked the design, but found the “golden flower” logo a little off-putting. It just looked like a weird fancy brooch.
The previous Swiss Tourism Board logo was used for nearly 30 years (Image source: Swiss Tourism Board)
Among the various names in Switzerland, we selected the “most popular and most charismatic” English names, as determined by a representative survey in major markets (Germany, France, Italy, South Korea, the Gulf region). The brand name was changed. state).
The new identity also features a new color palette. Unsurprisingly, red and white still predominate, inspired by the Swiss flag, but the palette is inspired by alpenglow, the phenomenon that occurs when the sun is just below the horizon. Expanded to include 5 shades of. It aims to symbolize modernity, diversity and independence, while at the same time providing further versatility in the use of the brand and clarifying its identity even in the absence of a logo. Masu.
Switzerland Tourism’s new color palette is inspired by alpenglow (Image source: Switzerland Tourism)
When it comes to typography, MADE Identity points out that Switzerland is home to influential fonts and font designers such as Miedinger, Frutiger, and Maag. In the spirit of this tradition, the company developed a custom font, ST Allegra, using extra sets from the Geneva Type Foundry.
MADE said that as part of the project’s research, he “became a tourist in his own country and traveled incognito throughout the country.” “We experienced the brand and its promise from a guest’s perspective.” The result is an identity that not only promotes the destination, but also “accompanies tourists throughout the journey, from inspiration to trip planning.”
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A tourism logo doesn’t necessarily have to reference the country’s flag, and many don’t. In fact, doing so can be dangerous. Because it can feel more nationalistic than glamorous. It can also cause identity confusion. With the recent Portuguese logo debacle, we saw how people confuse national symbols and government identity. National flags tend to carry connotations, and in the case of Switzerland, many of them are positive and tend to be associated with trustworthiness and trustworthiness, from Swiss watches to the Victorinox Swiss Army Knife.
For more branding and logo design news, check out the history of the Deutsche Bank logo and the new Umbro logo.
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