Swiss banknotes: Just beautiful and secure or an embodiment of the Swiss brand?

Digitalization is one of the buzzwords of our time. Online business is steadily increasing and bitcoins are also a new means of payment. Time and again there are reports of cash being abolished. But that is not yet the case. Why is cash still so popular in Switzerland? Brand expert Edwin Schmidheiny from Accent Brand Consultants sees a close connection between the currency and Switzerland: "As a well-known financial center, our banknotes are an excellent opportunity to have a global presence and they are an expression of our pride". For Schmidheiny, Swiss graphic design has gained worldwide recognition over the last century.The world's first digital banknoteThis is also confirmed by Alexander Fellmann, who was responsible for the design of the old banknotes. In 1989, the Swiss National Bank's specifications were clear. They had to be important cultural figures of the 19th and 20th centuries. "After a preliminary analysis, it was agreed that for the first time in the history of Switzerland, the banknotes would be designed vertically," says Fellmann. At the beginning of the 1990s, it was the world's first fully digitally created banknote. This was no easy undertaking, as the digitalization of printing technology was still in its infancy. According to Fellmann, values such as precision, inventiveness and innovation were crucial. Jörg Zintzmeyer and a small team were responsible for the design. "The banknote project was probably one of the most striking examples of his life's work. I would describe it as the best I have ever come across," says design expert Schmidheiny.Clear design as a challengeAfter the 50 note, the 20 note has now also been launched with a new design. Not everyone is equally enthusiastic. Schmidheiny is also not entirely happy that the old banknotes are now disappearing again. "The new design is complex and sophisticated, just like the previous notes. However, the thematic content is not comparable, but the design is somewhat overstretched," says Schmidheiny. For the design expert, less is more here too, because squeezing so much into a small piece of paper can also be detrimental. "We are overwhelmed with information and therefore the design must be clear and understandable," says marketing expert and lecturer in CAS Brand Management Dr. Adrienne Suvada from the ZHAW.Element theory for banknotesThe new banknotes had to meet a number of requirements, as the Swiss National Bank wanted a typical facet of Switzerland to be depicted instead of a portrait. "Based on these specifications, we developed a content concept that helped us to generate the required imagery for each note. For each note, we looked for a theme that could be combined with a typical aspect of Switzerland and a reference to the world," say the designers of the new banknotes, Manuela Pfrunder and Adrian Heuberger. The new banknotes are based on a kind of "theory of the elements", only here they were based on light, water, wind and matter. As two additional elements were needed, time and language were added. Bringing the world and Switzerland together was a challenge for the designers, but two values still shine through - neutrality and discretion.Future design for means of paymentPfrunder and Heuberberger see a certain amount of competition from alternative means of payment. However, cash remains important, albeit in smaller quantities in circulation than today. The implementation of banknotes will therefore continue to be a challenge in the future. But the development of new security features also provides scope for unusual visual effects and appearances. For countries with their own currency, banknotes are a calling card. Dr. Adrienne Suvada adds: "Brand management is an essential aspect here and must be seen as a constant condition in many social issues. The necessary theoretical foundation and practical applicability, which are also the focus of our training courses, are essential". According to Schmidheiny, the architectural motifs on the euro banknotes, for example, also symbolize diversity and the idea of uniting people. Whether digital or analog, the design is an important part of the brand identity. Technology will bring many changes and we can look forward to seeing what the money of the future will look like," says Dr. Adrienne Suvada from the ZHAW.