Switzerland Tourism has updated its brand with a new visual identity, unveiling a logo that departs from the Gold Flower used for nearly three decades. The new design, created by Zurich-based branding agency MADE Identity, denotes “a brand universe as multifunctional as a Swiss army knife.”

In a major surprise, the revamp features the word “Switzerland” written large, with a twist. They replaced the letter ‘T’ with an iconic Swiss cross, a powerful symbol instantly recognized across the globe. This design choice aims to strengthen the association between the brand and Switzerland as a tourist destination.

The red utilized in the cross is a gradient of five tones inspired by the “Alpenglow,” the inspiring phenomena where the Alps are bathed in a warm, reddish light at sunrise and sunset. These colors are also meant to represent modernity, diversity, and independence, reflecting the nation’s desire to be seen as more than just a scenic escape.

Switzerland is for the first time adopting a comprehensive tourism brand world with “Switzerland”. The new branding stands for Switzerland’s long-standing tourism promise: nature, hospitality and reliability.

“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”- Martin Nydegger