The new branding will replace the Winkreative-designed identity which was created in 2001.
The new logo marries the type ‘Swiss’ with a Swiss-cross tailfin design, reflecting the livery of the company’s aircraft. The airline says this ‘enables Swiss to be instantly recognised as “the Airline of Switzerland,” even from afar.’
Campaigns and promotional materials will be given a new look in accordance with the identity, again focussing on the Swiss-cross tails.
Swiss chief executive Harry Hohmeister says, ‘I am convinced that, with our stronger brand profile, we will be better able to survive and thrive in a competitive market that is growing tougher every year.’