Swiss unveils new logo and tagline
Published: 23/08/2011 - Filed under: News »
Lufthansa subsidiary Swiss International Air Lines is to roll out a refreshed logo across the company from October, and has also adopted the new strapline “Our sign is a promise”.
The new logo incorporates the familiar Swiss-cross already used on the airline’s existing logo, now placed within a tailfin, and with the new strapline to one side and “SWISS” to the other.
The carrier says the new logo will enable “SWISS to be instantly recognised as ‘the airline of Switzerland’, even from afar”.
The revamped logo will be gradually adopted on all communication channels, aircraft and at airports in and outside of Switzerland from October onwards.
Swiss International Air Lines was formed in 2002 following the bankruptcy of former flag carrier Swissair, and was taken over by the Lufthansa Group in 2007.
For more information visit swiss.com.
Report by Mark Caswell
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COMMENTS »
conair346 - 23/08/2011 12:15
Not a fan of the new logo. I liked the bold red boxes they currently use and the strapline just seems a bit cheesy.
Scandinavian - 23/08/2011 12:17
What a pity! The Swiss cubes are so much more appealing. Not quite sure if this evolution will strengthen the brand. Seems to cheapen the image somewhat!
alexduport - 23/08/2011 14:08
Terrible..... for a stylish logo to a really terrible one... what a shame... far too much Lufthansa infuence ...:(
starflyer - 23/08/2011 15:49
A hideous logo. The cube logo was clean, crisp and modern. Exactly the image Swiss wants. This looks like some child's version of an airline logo.
Swiss have been taken aback by the almost total negative reaction to the new logo, so much so that they will dispatch their CCO online this week: (On Twitter: We are close to our guests: discuss online our new brand positioning with Holger Hätty (SWISS CCO) )
jacobm01 - 23/08/2011 20:25
there is a fanpage on facebook for all of us who love the old swiss cube design:
https://www.facebook.com/TheOldSwissInternationalAirLinesLogo
drflight - 24/08/2011 09:41
How on earth did the Board and Senior Management of Swiss International allow themselves to be bamboozled by some marketing 'brander' into believing this is an improvement? You tamper with a global logo and image at your peril as many major companies have found to their cost.
The old logo is classic, timeless and prominent. It implied an airline of quality. That was all that was needed. Changing it and adding a meaningless slogan will in time, I firmly believe, prove to be a severe embarrassment for the airline.
flyingdutchman - 25/08/2011 09:42
' a promise' ?? for what ? Did they not perform well before and promise to do better.
New branding : ridiculous by adding just these few words.
Absolute rubbish.
Anyway, people look for the schedule, the price and than which airline it is.
And now : what if the flight does not live up to its promise.
This rebrand : money down the drain !
Flyingscot - 25/08/2011 10:03
Very poor. They obviously went to the Americans for the logo. So patronisingly worthy. It sounds like they are offering Insurance which is not what you want to be thinking about when stepping on an aircraft....
Frequentflyer79 - 25/08/2011 10:07
I agree with some of the comments, however for those who know the real SWISSAIR, it's history and accomplishments before merging to become Swiss international, we can appreciate the retro element of the new logo. Do your homework first before passing ignorant comments.
cbroo79 - 25/08/2011 10:14
what is management thinking? Who believes that this is an improvement?
This new logo is awful.
Charliewhiskey - 25/08/2011 10:25
Oh Dear! Memories of the disastrous BA tail-fin re-branding under Ayling!
I can't think that any market research identified the old logo as anything other than good. The lesson is: if it works, don't try to fix it....
Watto71 - 25/08/2011 12:34
I am with everyone on this one; the old saying is if it not broken doesn’t need fixing! What a big waste of money….. I am sure that this is going to cost a lot. Why Why……
Fernandes - 26/08/2011 00:42
What a pity! The Tyler Brûlé cube logo was so much more stylish - it totally represented the new SWISS... Silly management.
Save the Swiss cube:
http://www.facebook.com/groups/251079884922908/
tiff1234 - 26/08/2011 08:27
Why are the Management so arrogant to think that their customers' views do not matter. They are happy to take their money for tickets however when it comes to their point of view, they are ignored. I fear this simple matter could result in a larger problem for them.
pitupongsoraphan - 27/08/2011 13:44
ewwww
LuganoPirate - 09/09/2011 06:12
The Swiss do come up with cheesy straplines. Didn't Zurich Airport have one about being Unique or something. I think they dropped that and I bet Swiss will do the same sooner rather than later. Other than that I quite like it.
kempinski - 23/09/2011 05:28
Can't agree more with you, starflyer...
It's just like come out of the photoshop done by a 10-year old who just learn to create a tailfin.
Why Lufthansa..., why you did this to SWISS??? The old one is much better to decribe the bold and modern look for SWISS.
prosborn - 03/12/2011 18:45
It is never wise to be too quick with definitive statements about Swiss(air). Remember the old joke from Swissair days which ends with the purser ending his reply to the annoying but heavily complimented pax: "... but we could both be wrong, sir."
The "cube" Swiss style emerged from some of the saddest days in aviation. when Swissair, and the entire Swiss national ego, imploded under the weight of blind madness, Pieter Bouwisms, and the downside of Swiss financial fraternities. Allegedly. I have never seen so many airline staff and government representatives weep openly as the morning Swissair went down the tube.
But Swiss (IAL) came back. The fast emergence of such a comprehensively considered style, included the logo, was an expression of intention of the best of what was, and was again to be, Swiss(air). I do miss the Vieille Prune digestif, but, hey ...
So let us be thankful for the resurgent Swiss and its splendid style, a period they got through particularly, to be honest, because of loyalty f customers such as I (and thousands of others).
And let us hope that Swiss recognise the error they have committed in allowing this visibly immature and juvenile style to come to the fore. I hope that their insititutional software programme has a button (as in graphic programmes) for "Move to Back". I think they had the wrong people in the jury.
This abberation is not worthy of Swiss. I, for one, shall continue to fly Swiss, but now despite this silly style, not because of it. I shall tease all the staff I can, on and off board, because I know they do, usually, listen.
Swiss(air) is the airline which has given me the most consistent excellence of all (without reaching perfection), and the fewest errors in service, for a period spanning four decades.
One swallow does not make a summer, goes the saying.
So we should not condemn them for this graphic glitch. We should hold their hand and help them move beyond this silliness.
One swallow of pride is what is needed. Good luck, you within Swiss who are blushing in evident shame.
We know you have a choice in housestyles and logos, and look forward to sitting inside a proper one again soon.
- Paul
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