Switzerland tourism embraces change: introduces 'Switzerland' brand to redefine tourism for a new generation

After nearly three decades of Swiss tourism advertising under the "Goldflower" banner, a new era is dawning. Instead of merely a logo, Switzerland is, for the first time, adopting a comprehensive tourism brand world with "Switzerland."Switzerland Tourism (ST) is the new image out to the world. The new, digital, and modern brand world embodies Switzerland's long-standing tourism promise: nature, hospitality, and reliability.

In 1995, the venerable “Swiss Transport Center SVZ” evolved into today’s national tourism marketing organisation, Switzerland Tourism. Simultaneously, the common image of tourism in Switzerland was crafted under the umbrella of a new logo, the “Gold Flower.” This gold flower became a well-known and beloved symbol for Swiss tourism advertising for a generation. For many years, not only the then-new marketing organisation ST, but also several industry organisations, 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.

“Switzerland” – a sharpened brand: Today, almost 30 years later, the requirements for a brand are entirely different than they were in the 1990s. ST has, therefore, decided to create a new, unique, and recognisable digital Swiss brand world. For the first time in the history of Swiss tourism advertising, a pure logo is now evolving into a complete brand world. In the future, Swiss tourism promotion will not only market the destination but will also accompany tourists on their entire journey, from inspiration to travel planning.

“Switzerland” – exclusively in English – serves as the logical foundation for the brand of Switzerland as a holiday and travel destination and represents the global tourism promise to all guests of Switzerland regarding nature, hospitality, and the reliability of Switzerland as a travel destination. Instead of the letter T, a Swiss cross in the “Switzerland” brand symbolises the trustworthy origins and radiates the optimism of the Swiss destination. However, the symbolic cross transcends merely a national flag; it has been expanded and given a so-called “colour tone” of five different shades of red, symbolising modernity, diversity, and independence.