Schilthorn's New Brand Experience: «Legendary Moments»

In early April 2026, the second Funifor cable car between Birg and the Schilthorn opened—marking the successful completion of the multi-year SCHILTHORNBAHN 20XX expansion project. According to the company, the project also included the world’s steepest cable car. To mark this milestone, the Schilthornbahn launched a new brand identity for the Schilthorn, developed by Stämpfli Kommunikation and the Biel-based copywriting agency textatelier.ch. At its heart is the tagline «Legendary Moments.».

«Legendary Moments» as the brand's core value

The Schilthorn combines nature, history, and technology: spectacular views of the Eiger, Mönch, and Jungfrau; the first revolving restaurant in the Alps; a unique cable car system; and its history as a filming location for the James Bond classic *On Her Majesty’s Secret Service*. Visitors experience legendary moments there and, at the same time, become part of history. The new brand identity captures exactly that.

Christoph Egger, director of the Schilthornbahn, is pleased with the result: «It perfectly showcases our unique mountain landscape and makes the intense moments you can experience on the Schilthorn both visible and tangible.»

From Magenta to a Distinctive Color System

Working closely together, the project teams collaborated with the Schilthornbahn to develop the brand foundation, including a messaging framework, brand claim, target audience definition, and visual identity. «The goal was to create a brand universe that was emotionally resonant and universally understood,» explains Beatrix Imhof, strategic consultant and co-agency director at Stämpfli Kommunikation. «We wanted to build seamlessly on the old brand while also taking a big step forward.»

In terms of visual identity, the established brand color magenta was retained and complemented with a warm purple. Other colors, such as smoky blue, were removed from the corporate design. «This allows us to further establish the color as a defining differentiator,» explains Ben Scheurer, Creative Director and Co-Managing Partner at Stämpfli Kommunikation.

In the logo, “Piz Gloria” is now capitalized just like “Schilthorn”—because the name of the revolving restaurant is easier to pronounce, especially for international visitors. It is well known from the classic James Bond film and is often used as a synonym for the Schilthorn.

Mystical Visual Language for the Schilthorn's New Brand Identity

The word mark is now complemented by a figurative mark: an abstract «S» shaped like a mountain. The typeface used is ES Klarheit from Extraset Typefoundry. “The typeface reflects the angular and rugged topography of the Schilthorn region,” says Ben Scheurer.

This mystique—shaped by rapidly changing weather conditions—is also reflected in the visual language. The new visual identity was developed by Stämpfli Kommunikation and brought to life by documentary and portrait photographer Dominik Baur. It plays on the contrast between majestic landscapes and close-ups of visitors—whose glasses reflect the unique panorama. The aim is to give visitors an immediate sense of what there is to experience on the Schilthorn: «Legendary Moments.».

Further information on the reference: https://staempfli.com/de/referenzen/detail/schilthorn

Responsible at Stämpfli Kommunikation: Ben Scheurer – Creative Director / Co-Director of the Communications Agency; Melina Bärtschi – Art Director / Designer; Beatrix Imhof – Strategic Consultant / Co-Director of the Communications Agency; Adriana Siragusano – Consultant / Project Manager. Tagline and text: Thorsten Kaletsch, Mia Hofmann (textatelier.ch). Photography: Dominik Baur, Maison Créative. Social Media and Content: Marco Zurschmiede and Hidde Hagemann (PeakZ.ch). Logo Animation: Mario Buholzer (chemicalbox.ch). Person in charge at the Schilthornbahn: Christoph Egger – Director; Conny Keppler – Print and E-Marketing; Michelle Wyss – Media and Promotion Manager.