Swiss refreshes brand profile
After nearly 10 years, Swiss is changing its logo. The rectangular figurative mark is being replaced by a tail fin, while the Swiss cross remains.
It should be worn with pride instead of standing at the bottom in the corner, said Chief Commercial Holger Hätty at Thursday's press conference. Instead of "faster, bigger, better", the focus is on the little things, on "we are different", on values such as quality and consistency. The change in the brand profile is not intended to be a repositioning, but a further development, as Hätty emphasizes.
However, the logo is only one component of the overall concept. The entire brand identity is to rest on five pillars. In addition to the logo and the positioning, the changed brand profile is intended to provide customers with guidance and convey values. In communications, the focus is on Swiss aircraft. Because clear statements are important, says Hätty. The white Swiss cross on a red background and a grayish background provide the recognition effect. The new claim refers to the quality promise that is to be conveyed: "Our sign is a promise.
Depending on the duration of the implementation, Hätty expects costs in the "high single-digit millions. Over the next few months, the website and magazines will be converted to the brand profile, and Swiss should appear in its new dress at the beginning of October. The changeover should be completed by the end of 2012. Swiss is working with agencies Publicis and Nose to refresh its positioning and brand.
The refreshed brand profile is a first step in the changes at Swiss. "The next step is to review product components," says Hätty when asked about a visible product change, apart from investing in a changed logo.
