Dynamic Frame puts one of Switzerland's best-known logos in a new light
The SBB’s AV signature has been revamped and reinterpreted in an ident—using color, light, and motion—in collaboration with director Stephan Usteri.
Everyone knows it: the Swiss Federal Railways logo in white on a red background. In SBB's new video signature, the logo now has a fresh, modern look. As the actual station ID, it is now used on all channels for films, ad screens and web applications.
According to production company Dynamic Frame, the brief was to develop an emotional AV signature that emphasizes the brand value of humanity and reinforces the recognition value on various platforms. SBB's interaction with its customers is symbolically embodied by a dancing couple playing with light and shadow. In collaboration with director Stephan Usteri, an independent visual world was created and staged exclusively with on-set / in-camera effects.
Responsible at SBB: Communication/brand management. Responsible at Dynamic Frame (production): Stephan Usteri (director), Jan Mettler (cinematographer), Luzius Fischer (producer), Jonas Ulrich (editor), Jonas Bühler (music), Projektil (projections).
