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After almost 30 years, Switzerland Tourism has presented a new logo under the banner of the golden Edelweiss in Geneva. According to Switzerland Tourism, with “Switzerland” Switzerland is not only giving itself a new logo, but also a “comprehensive tourism brand world”.
When you appear in the dawn, I see you in the sea of rays… Was Switzerland Tourism inspired by the Swiss national anthem in its new advertising campaign? In any case, there are now five different shades of red instead of the golden Edelweiss.
With the “tourist brand world”, Switzerland Tourism will not only advertise the destination in the future, but will also “accompany tourists on their entire journey from inspiration to travel planning,” Switzerland Tourism said.
Legend: The new logo of Switzerland Tourism. Switzerland TOurism
The new, digital and modern brand world represents Switzerland’s long-standing tourism promise regarding nature, hospitality and reliability. The new logo “Switzerland” will be written exclusively in English and will be the basis for the brand of Switzerland as a holiday and travel destination.
Instead of the letter “T” in “Switzerland”, a Swiss cross in the 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 is expanded and has a so-called color tone of five different shades of red – as a symbol of modernity, diversity and independence.
The era of golden edelweiss is coming to an end
In 1995, the Swiss Transport Center (SVZ) became today’s national tourism marketing organization Switzerland Tourism (ST). At the same time, the common image of tourism in Switzerland was created under the umbrella of a new logo, the “Gold Flower”, as Switzerland Tourism further announced.
The “gold flower” then became the well-known symbol for Swiss tourism advertising for a generation. For many years, not only Switzerland Tourism, but also a number of industry organizations and destinations promoted Switzerland’s tourist 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.