Swiss International Air Lines, the flag carrier formed in 2002 after bankruptcy of Swissair, announced yesterday that it would be "sharpening its brand profile". This involves new corporate logos and a tagline that will be introduced from October.
Swiss' current brand identity was developed by Tyler Brûlé's Winkreative when the airline launched in 2002, and it appears the livery developed then will remain in use. The update is merely aligning the corporate logo with the livery, replacing the red squares used until now with the Swiss tailfin. The intent is to make Swiss instantly recognisable as "the airline of Switzerland", and a tailfin with the Swiss cross is arguably the first thing that comes to mind when one tries to visualise that.
|New logo with claim.|
The airline is also introducing a new brand claim, "Our sign is a promise", expressing the relatively small airline's continued and increased focus on proximity to its costumers and product quality.
Many Swiss media outlets are comparing the new logo to the last one used by Swissair, which also featured a Swiss cross in a tailfin-like shape.
|The last Swissair logo.|
Press release (archive)
Social media release (archive)
Presentation pdf (archive)
Logo overview pdf (archive)