After nearly 30 years of promoting Swiss tourism under the banner of “Goldflower,” a new era is about to dawn. Switzerland was the first to adopt a comprehensive tourism brand world called “Switzerland” rather than just a logo. ST unveiled it in Geneva on April 29, 2024, and is now sharing its new image with the world. The new, digital and modern brand world symbolizes Switzerland’s long-standing tourism promise: nature, hospitality and authenticity.
In 1995, the historic Swiss Transport Center SVZ became today’s national tourism marketing organization, Swiss Tourism Board. At the same time, a common image of Swiss tourism was created under the new logo “Gold Flower”. This golden flower became a well-known and popular symbol of Swiss tourism advertising for a generation. For many years, not only the then new marketing organization ST, but also many industry organizations, destinations and service providers have used the same logo to promote Swiss tourism services. The golden flower has been loved by generations and is now associated with Swiss tourism by Swiss citizens and many tourists.
A well-honed brand “Switzerland”
Almost 30 years later, the demands placed on brands today are completely different than they were in the 1990s. ST therefore decided to create a new, unique and recognizable world of digital Swiss brands. For the first time in the history of Swiss tourism advertising, pure logos are becoming an entirely branded world. In the future, Swiss tourism promotion will not only promote the destination, but will accompany tourists throughout their journey, from inspiration to trip planning.
“Switzerland” (English only) is the rationale for the brand of Switzerland as a holiday and travel destination, and is a global tourist attraction for all Swiss guests, about nature, hospitality and the authenticity of Switzerland as a travel destination. represents the promise of .
The Swiss cross in place of the letter T in the “Switzerland” brand symbolizes trusted origins and radiates the optimism of a Swiss destination. But the symbolic cross is much more than just a national flag. It was expanded and given the so-called “tones” of five different shades of red, a symbol of modernity, diversity and independence.
Branding the entire Swiss tourism industry – for a new generation
Gold Flower’s original ideas have been proudly carried forward and perfected. “Switzerland” represents all hosts in Switzerland. In this sense, ST enables members and partners to provide orientation and generate trust. A new, inclusive brand world offers countless possibilities across all channels, now and in the future. The new brand will be designed and introduced in stages around the world, both across the ST market and across the tourism industry, with immediate impact. The full transition to the new brand world is expected to take several months. ST Director Martin Nydegger is delighted: “Gold Flower defined an era for a generation of tourism professionals. This Swiss brand conveys trust, has a modern design and is forward-thinking for the next generation.
This new tourism brand is attracting attention throughout Switzerland and will represent Switzerland beyond tourism, including internationally.
The new brand identity was developed in collaboration with Zurich branding agency MADE Identity. In developing “Switzerland”, MADE focuses on his three main areas: On the other hand, through a consistent one-brand strategy, the brand should become more recognized and noticed internationally. Additionally, brands need to have maximum digital, tactile and spatial impact. And finally,
Switzerland as a brand should be able to accompany guests’ travel experiences, from advertising to experiences and souvenirs.
