Switzerland Tourism gets a new logo

After almost 30 years of Swiss tourism advertising under the "Goldflower" banner, Switzerland is for the first time adopting a comprehensive  tourism brand world with "Switzerland".

ST presented today in Geneva, a  new, digital and modern brand for Switzerland's long-standing tourism promise: nature, hospitality and reliability.

In 1995, the venerable “Swiss Transport Center SVZ” became today’s national tourism marketing  organization Switzerland Tourism. At the same time, the common image of tourism in Switzerland was  created under the umbrella of a new logo, the “Gold Flower”.

This gold flower became a well-known  and popular symbol for Swiss tourism advertising for a generation. For many years, not only the then-new marketing organization ST, but also several industry organizations, destinations and service  providers promoted Switzerland's tourism offerings with the same logo. The gold flower has  accompanied an entire generation and is now associated with tourism in Switzerland by the Swiss  population and many guests. 

Today, almost 30 years later, the requirements for a brand are completely different than they were in  the 1990s. ST has therefore decided to create a new, unique and recognizable digital Swiss brand  worldG. For the first time in the history of Swiss tourism advertising, a pure logo is now becoming a  complete brand world. In the future, Swiss tourism promotion will not only promote the destination, but  will also accompany tourists on their entire journey, from inspiration to travel planning. “Switzerland” – exclusively in English – is the logical basis for the brand of Switzerland as a holiday  and travel destination, and stands for the global tourism promise to all guests of Switzerland about  nature, our hospitality and the reliability of Switzerland as a travel destination. 

Instead of the letter T, a Swiss cross in the “Switzerland” brand symbolizes the trustworthy origins and  radiates the optimism of the Swiss destination. But the symbolic cross goes far beyond just a national  flag: it was expanded and given a so-called “color tone” of five different shades of red, a symbol of  modernity, diversity and independence. 

The idea from the founding days of the Goldflower is proudly carried forward and perfected.  “Switzerland” stands for all hosts in Switzerland. In this sense, ST enables its members and partners  to provide orientation and create trust. The new, comprehensive brand world offers countless  possibilities on all channels, now and in the future. The new brand will be designed and implemented  gradually worldwide with immediate effect - both in all ST markets and across the entire tourism  industry. The complete transition to the new brand world is likely to take a few months. Martin  Nydegger, Director ST, is pleased: “The Gold Flower defined an era for a generation of tourism  professionals. The Switzerland brand conveys trust, has a modern design and is forward-looking for  another generation. 

The new tourism brand is being closely watched throughout Switzerland and will represent  Switzerland far beyond tourism, including internationally. 

The new brand identity was developed together with the Zurich branding agency MADE Identity.  When developing “Switzerland”, MADE focuses on three main areas. On the one hand, the brand  should become more visible and noticeable internationally through a consistent one-brand strategy. In  addition, the brand should have maximum impact digitally, tactilely and spatially. And finally,  “Switzerland” as a brand should be able to accompany guests through the travel experience: from  advertising, to the experience, to the souvenir.