Switzerland Tourism has revealed its new brand identity, marking a significant departure from its iconic “Goldflower” logo after nearly three decades. The new brand, simply named “Switzerland,” was introduced in Geneva and represents a digital and modern approach to Swiss tourism, embodying the country’s longstanding promises of nature, hospitality, and reliability.
For almost 30 years, the “Goldflower” logo symbolized Swiss tourism, becoming a familiar sight in advertising campaigns and promotions. The decision to transition to a new brand world reflects changing trends and the need for a more comprehensive and digitally-oriented approach to tourism marketing.
The “Switzerland” brand is exclusively in English, emphasising its global appeal and aligning with the international tourism market. The brand’s symbol features a Swiss cross instead of the letter T, representing trustworthiness and optimism. The cross incorporates five shades of red, signifying modernity, diversity, and independence. This new brand identity aims to redefine Swiss tourism promotion, accompanying travellers from inspiration to planning and throughout their journey.
Martin Nydegger, Director, Switzerland Tourism, expressed excitement about the brand’s launch, noting its trustworthiness, modern design, and forward-looking vision. “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.” he added.
The transition to the new brand will occur gradually across all Switzerland Tourism markets and within the entire Swiss tourism sector, offering partners and members new opportunities for engagement and trust-building.The new branding also extends beyond tourism, representing Switzerland’s values and identity internationally.
Developed in collaboration with Zurich-based branding agency MADE Identity, the brand focuses on visibility, digital impact, and enhancing the guest experience from advertising to souvenirs.