Switzerland Tourism gets a new logo after almost 30 years
Published: Monday, Apr 29th 2024, 14:40
Back to Live Feed
After almost 30 years under the "Goldblume" banner, Switzerland Tourism presented a new logo in Geneva on Monday. According to Switzerland Tourism, "Switzerland" is not just a new logo, but a "comprehensive tourism brand world".
In future, Switzerland Tourism will not just advertise the destination, but will "accompany tourists throughout their entire journey, from inspiration to travel planning", Switzerland Tourism also announced.
The new, digital and modern brand world stands for Switzerland's long-standing tourism promise of nature, hospitality and reliability. The new "Switzerland" logo will be written exclusively in English and is the basis for the brand of Switzerland as a vacation and travel destination.
Instead of the letter "T", a Swiss cross in the "Switzerland" brand symbolizes the trustworthy origin and radiates the optimism of Switzerland as a destination. However, the symbolic cross goes far beyond a purely national flag: it has been expanded and given a so-called color scheme of five different shades of red - as a symbol of modernity, diversity and independence.
The era of the "golden flower" comes to an end
In 1995, the Swiss Tourist Office (SVZ) became the current national tourism marketing organization Switzerland Tourism (ST). Under the umbrella of a new logo, the "Goldblume", the common image of Switzerland as a tourist destination was created at the same time, as reported by Switzerland Tourism.
For a generation thereafter, the golden flower was the well-known symbol for Swiss tourism advertising. For many years, not only Switzerland Tourism, but also a number of industry organizations and destinations advertised Switzerland's tourism offerings with the same logo. The golden flower has thus accompanied an entire generation and is now associated with Switzerland as a tourist destination by the Swiss population and many guests.
©Keystone/SDA
English 
German 
French 
Spanish 
Arabic