These are the best rebrandings in Switzerland

In an online survey, over 150 participants rated six Swiss rebrandings that have made headlines in recent years. Respondents gave the rebrandings a score between 1 (very poor) and 6 (very good). The results:1. UPC: Score 4.23In December 2015, upc cablecom announced the rebranding of the Switzerland/Austria regional organization, and by the end of May 2016, the time had already come: the new UPC presented its logo in a new look - the colorful Bloom. Evoq supported the subsidiary of Liberty Global, the global group headquartered in London, as branding agency significantly in the country-specific introduction of the new brand UPC.More info and pictures: https://www.evoq.ch/projekte/aus-upc-cablecom-wird-upc/2. givaudan: grade 3.86Interbrand Central & Eastern Europe made the invisible visible for the global fragrance and aroma manufacturer Givaudan and placed particular emphasis on sensuality and creativity in the implementation. The goal was to bring the B2B brand closer to the consumer.More info and images: http://www.rebrand.com/best-givaudan

3. ex libris: grade 3.82Ex Libris commissioned Meta Design to develop a new brand identity. The declared ambition: to make Ex Libris a progressive and experiential brand while maintaining the personal.More info and images: http://www.rebrand.com/merit-ex-libris-ag4. spaghetti factory: grade 3.73In order to survive in the face of tougher competition in the long term, Bindella has undertaken a realignment of the Spaghetti Factory. A new menu was developed that includes fresh salads and homemade lemonades in addition to the well-known spaghetti classics. In addition, Zurich-based artist duo Melanie Tauscher and Rahel Arzi developed a new interior design for the restaurant group.The revamped Spaghetti Factory brand is also intended to reflect the innovations. Therefore, Branders has designed and implemented numerous new brand measures: from the new logo, illustrations, menu, and building identification to advertisements and stationery. In addition, Branders has helped the Spaghetti Factory to a new digital appearance with a new website.More info and pictures: http://www.rebrand.com/distinction-spaghetti-factory5. salt: grade 3.58At the end of April 2015, the telecom company Orange changed its name to Salt. On Monday, April 27, all 90 fundamentally redesigned Salt stores opened in their new dress. The telecom company invested around CHF 40 million to communicate the new brand. The advertising agency Publicis was commissioned with one of the largest rebrandings in Switzerland.More pictures can be found here: http://www.publicis.ch/portfolio/orange-heisst-jetzt-salt/6. hiltl: grade 3.47As part of a "facelift" of Haus Hiltl, the entire brand was revised in summer 2014. Logos were adapted, image and color worlds defined, the brand architecture "renovated" and many measures implemented.more info and pictures: http://almost-famous.ch/portfolio/hiltl-branding/Quote: "With the Orange brand, I still don't see why the name had to be changed. The communication effort is still very high. And I ask myself, what is the benefit of this effort? Did someone have to self-actualize there?"Comments: What are the most important points for a successful rebranding?"That customers and employees are integrated. That they are googled on the net beforehand. Example Salt?! Consider timing and color variations."Notter Ingrid, IN Communication"It needs to be innovative and more than just a facelift. Last or outlast longer than 5 years."Nicolai Flavia"High visibility Sustained recognition Communicating the company's values and/or products."Zwahlen E.,Pro Mente Sana Foundation"For me, the most important points of a successful relaunch are comprehensibility, relevance and the approach to the target group. A relaunch is like a cosmetic intervention; if there were problems with the image before, the purely external adjustment doesn't help."Rohrer Nadja, Belimo Automation AG"Recognizability, evolution, attractiveness, readability."Müller Sandra, Internet Gallery AG"You should never rebrand for the sake of rebranding. If something is still contemporary, it doesn't have to be changed by hook or by crook."Timon S."The customer hardly notices a difference, or the difference is perceived as a clear improvement (unnoticed)."Raymond Machenbaum, Jost Transport AG"Brand recognition"René Paysan"Emotional imagery, recognizable messages, recognition and authenticity."Ackermann Jacqueline"Feel good, appealing, arouse emotions"Knupp Nina"It's simple: just imagine having to change from the new (2nd) to the old (1st) logo. Then, if you still think you absolutely have to stay with the supposed old logo, rebranding is better. Example? Spaghetti Factory! Why on earth is a wolf(?) suddenly looking at me? What does he have to do with Spaghetti (or Factory)? That's where the old, dry type solution gives me more relevant decision support."Peters Karsten "The brand must remain recognizable at its core. This is not the case with Orange, which is why this is not a classic re-branding. The logo, typography and corporate color are memorable to customers and other stakeholders. A clear appearance contributes significantly to recognition and to building trust in a brand. If it is changed too much, a break occurs. If a branding is adapted, it must do justice to all touch points, online and offline."Marie-Christine Schindler, mcschindler.com gmbh "There must nevertheless be a connection to the old logo."Bettinelli Marion"Brand recognition"Corina Aeberhard, Celebrationpoint AG"The new look must appeal at first glance and stir emotions. The brand has to be modern, colorful and upbeat, but should fit the company."Glombik Alexander, Easyfairs Switzerland GmbH"A visible transformation which gains the customer's attention without being distracting or boring."Santos Lane De La Vega Raul, CCAR"Just "straightening" the logo a bit and sprucing it up is not yet a rebranding. The brand values need to be reviewed and, if necessary, adapted, as do the implementations."Kohler Yvonne, AEW Energie AG"The difference from before to after must be immediately apparent, but it must not be completely new and without recognition."Flamur Hajredini"- Recognition - Authenticity - Memorization - Simplicity and clarity - Message carrier - Differentiating itself from the market competitor - Appreciating the existing and potential customer - The existing customer should be able to find himself again." Rava Erich, 5thSense Communication"The challenge of combining old with new takes courage and creativity. The important thing is to remain authentic, maintain your reputation and generate attention."Cigliano Fabian "The brand should be recognizable without looking closely. The subconscious knows something has changed, but not exactly what. Identification with the brand and feeling good as a customer, as always, then a relaunch is successful. With the Orange brand, I still don't see why the name had to be changed. The communication effort is still very high. And I ask myself, what is the benefit of this effort? Did someone have to self-actualize there?"Hunziker Ingrid, Connecta Communication and Marketing Services GmbH"Reference to the old fire must be recognizable".Müller Peter, Change Communications"Independent, simple, clear and timeless".Schnyder Daniel, VSSM"Sophistication, property for recognition & product/brand proximity."Schneider Indra Mara, Akzo Nobel Coatings AG"Gentle relaunch, not a total breakup, modernization to fit the product/service."Claudio Thürlemann, Credit Suisse AG"A relaunch has to manage the balancing act between wow and aha effect. It must therefore surprise and inspire, and at the same time the 'old' brand must be recognizable."Colle Fabio"Brand should remain recognizable. New appearance should be contemporary and fresh."Bosshardt Sabine, Zenhäusern & Partner AG