Swisscom to rebrand next year

Swiss telecoms giant Swisscom is to rebrand itself with a unifying visual identity at the beginning of next year. Designed by Moving Brands, with a wordmark by Dalton Maag, the identity will act as a ‘clearly defined single axis around which every element of the Swisscom organisation can move’. A key part of the new identity involves a moving image element, designed for use across digital applications.

The change, which heralds an organisational restructure, is the first rebrand for Swisscom in some ten years, and will be applied across all media platforms. The rebrand and media roll-out of the identity has a multimillion pound budget, but the aim is for the unified identity to reduce costs once there are no longer four sub-brands to manage, explains a spokesman for Swisscom.

As part of the rebrand, the previous group companies Swisscom Fixnet, Swisscom Mobile and Swisscom Solutions will be replaced by Swisscom Ltd, incorporating the divisions for residential customers, small and medium-sized enterprises and corporate business.

Swisscom’s fixed-line, mobile communications infra – structures and IT platforms are to be merged into a single division at the same time. Moving Brands, which won the business earlier this year following a European-wide creative pitch, argued that what was a ‘corporate design’ brief needed to be elevated to a complete ‘brand renewal’ brief.

‘The identity has the same colour palette, but is radically different,’ says Moving Brands creative director Ben Wolstenholme. ‘The rebrand is akin to BT losing the Piper. The logo originally used a clunky type, it was very analogue, with four dots. Now Swisscom has moved on from being just about telecoms and technology and passed into media and entertainment. The treatment is about being one business, using one axis for everything, and all of the activity revolves around that axis. It is very much about simplifying things.’

Dalton Maag founder Bruno Maag says, ‘We worked on all the letterforms to create harmonious typography and crafted two versions [of the logo] to work both in large and small sizes.’


• Swisscom is the largest telecoms company in Switzerland and delivers all services and products for mobile, fixed and IP-based voice and data communications

• The organisation reported a revenue of CHF8.1bn (£3.5bn) in the first three quarters of 2007

• It has a workforce of 20 000 full-time employees

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