In 1995, the venerable “Swiss Transport Center SVZ” became today’s national tourism marketing organisation Switzerland tourism. At the same time, the common image of tourism in Switzerland was created under the umbrella of a new logo, the “Gold Flower”. This gold flower became the symbol for Swiss tourism advertising for a generation.
For many years, not only the then new marketing organisation ST, but also a number of 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 completely different than they were in the 1990s. ST has therefore decided to create a new, unique and recognisable digital Swiss brand worldG. For the first time in the history of Swiss tourism…
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