Swisscom reinvents its appearance

 
Swisscom is launching its previously announced new image these days. It focuses on uniformity and a moving logo. The Swisscom umbrella brand replaces the previous Swisscom sub-brands Fixnet, Mobile and Solutions.  
>> To the moving logo
Over the coming weeks and months, vehicles, stores, buildings and the website will be gradually adapted to the new image. The renewed appearance also includes an adapted logo with moving image element (see
). Bluewin will be retained as the product name, but the Bluewin appearance will disappear. The news portal under Bluewin.ch will be launched in the new look in the next few days, Swisscom spokesman Sepp Huber told Werbewoche.
Accompanying the new Swisscom appearance, a service campaign from Jung von Matt/Limmat will be launched in the next few weeks, focusing on customer proximity and the great importance of customer service.
Swisscom hopes that the uniform appearance will also increase the efficiency of its communications and enable it to make better use of advertising funds. The introduction of the new logo will entail one-off investment costs in the single-digit millions, according to a statement. The company is relying on the moving logo because most communication services today are controlled via a screen. "We believe that such moving logos will be used more and more in the future and, as a telecommunications company, we want to play a pioneering role here," Huber explained.
Contexta's popular Beck & Bondi campaign, on the other hand, will not be continued, Huber confirmed
told Werbewoche about a report from Persönlich.com. It does not fit with the new image and the strategy being pursued.