“Switzerland – Ready for tomorrow.”
After almost 30 years of Swiss tourism advertising under the “Goldflower” banner, a new era has begun for Switzerland. For the first time, instead of a mere logo, Switzerland is adopting a comprehensive tourism brand with “Switzerland”, emphasizing a digital and modern brand for their long-standing tourism promise of nature, hospitality and reliability.
Switzerland’s “Goldflower” logo became a popular and iconic symbol for tourism advertising for a generation. The decision to transition to a new brand indicates changing trends and reflects Switzerland’s digital-first approach to tourism advertising.
The “Switzerland” brand is exclusively in English, emphasizing its global appeal and cleverly aligning with the international tourism market. The brand’s symbol features a Swiss cross instead of the letter T, indicating optimism and trustworthiness. The cross incorporates five shades of red, signifying modernity, diversity, and independence.
Martin Nydegger, Director, Switzerland Tourism, expressed excitement about the brand’s launch. “The Gold Flower defined an era for a generation of tourism professionals. The Switzerland brand conveys trust, has a modern design and is forward-looking for another generation. The new tourism brand is being closely watched throughout Switzerland and will represent Switzerland far beyond tourism, including internationally.”
Switzerland Tourism’s new logo was appreciated by followers. Amazing images from Switzerland,” one user wrote. “Congratulations on the new brand, very well done and beautiful,” another commented. Fans also picked up on the subtle details in the video and showed their approval for them. “Love the opening shot,” one of them praised. “Nice that you included all four official languages,” another user observed.
Switzerland Tourism’s new brand will be designed and implemented gradually worldwide with immediate effect – both in all ST markets and across the entire tourism industry. The complete transition to the new brand world will likely take a few months.
