The new brand identity was developed together with the Zurich branding agency MADE Identity.
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…
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