New corporate design for Appenzellerland Tourism AI
The Appenzell region will be promoting itself with a new visual identity going forward. The design has undergone several changes, while some tried-and-true elements of the previous corporate design remain.
Appenzellerland Tourismus AI has adapted its image just in time for the winter season. The tourism organization's new corporate design makes it possible to experience in words and images what Appenzellerland wants to be perceived for: the destination stands for an original connection between new and old or between tradition and modernity, the offers are authentic and genuine. Guido Buob, Managing Director of Appenzellerland Tourismus AI, is delighted: "Our new image reflects the core messages of the marketing strategy in a coherent way.
New and proven elements
The corporate typeface is fundamentally new to the corporate design. When choosing the font, those responsible paid particular attention to recognition and good legibility. In the publications and media, images will be given great weight in future: a strong Appenzell imagery sets fundamental emotional accents and is now given plenty of space. The choice of paper was made in favor of the natural, high-quality "Lessebo smooth white". Those responsible have stuck with the tried and tested "tourism green". This color still serves as the main color and ensures a high level of recognition. However, the color palette has been expanded to include a few new shades. This will give the design more freedom in future. The brand image also remains unchanged: the logo still consists of the lettering "Appenzellerland.", the golden Edelweiss of Switzerland Tourism and a claim.
Host in the center
At the heart of the new communication strategy are hosts from Appenzellerland. People from different areas who do something for guests are placed at the center of the publications. Each brochure therefore contains a face or a portrait of a local person. On the Website visitors can expect a short video. Walter Motzer from Gonten kicks off this series. He graces the cover of the new "Winter Experience 2015/2016" brochure and the new "Winter Panorama Map 2015/2016". The story behind it: Walter Motzer is a village baker in Gonten. He also maintains the winter hiking trails and cross-country ski trails through the Gontner Flachmoor in winter. The portrait provides the reader with background information about Walter Motzer. New portraits of various hosts will follow over the next few weeks.
Cooperation with local advertising agency
Appenzellerland Tourismus AI has developed the new image in collaboration with the Appenzeller agency Koller Werbung. Koller Werbung has already developed the strategy for Appenzellerland Tourism and is now closing the loop with a creative, atmospheric implementation of the advertising measures on all channels.
