20 Minuten launches into the future with a new design and digital focus
Starting October 3, 2025, Switzerland’s leading media brand, 20 Minuten, will debut a completely revamped look, a new app and website, and innovative advertising formats. The relaunch marks the media company’s transition to the all-digital era.
20 Minuten is ushering in a new era: From October 3, 2025, the leading Swiss media brand will have a completely revamped digital presence. The transformation comes just in time before the print newspaper is discontinued at the end of December and includes a modernized corporate design, optimized digital platforms and new advertising opportunities.
Fresh logo for the digital future
The new corporate design features a lighter blue and a modernized logo design. The iconic digital font of the "20" remains as a recognizable feature, while the word "Minuten" is now placed next to the symbol. The rounded edges and the perspective shape of the logo are a consistent design element throughout all applications.
User-centered digital platforms
Following extensive user surveys with over 3,000 participants, the digital offering has been fundamentally revised. The app and website have a cleaner look with more white space and more modern fonts. Navigation has been simplified and a new "Discover" menu has been introduced. Breaking news is highlighted in red, while articles that have been extensively researched are given more space. Users can now save articles in a watch list and are notified when they respond to their comments.
Innovative advertising formats for the digital era
For advertising customers, 20 Minuten offers new, attention-grabbing formats: The revised welcome ad on the front page promises 80 percent higher visibility. The "Big Stage" format is intended to create TV-like advertising experiences in the digital space. With "The Season", a cross-media marketing package is also being introduced for the high-consumption pre-Christmas period.
Brand campaign emphasizes the importance of reading
The relaunch is accompanied by the campaign "Lesen macht sexy" or "Lire rend sexy" in French-speaking Switzerland. The campaign developed by Prophet focuses on readers and emphasizes the attractiveness of people who inform themselves through reading. The campaign comprises twelve subjects and four moving image spots (see m&k Aftereventmovie) directed by Simon Verhoeven.
"With our clear leadership position in the digital user market, we are starting the new era from pole position," says Bernhard Brechbühl, CEO of the 20 Minuten Group. "With the innovations now presented in the areas of brand, digital product and marketing, we are giving ourselves another upgrade so that we can head into the digital future at full speed."
