Swiss Post and thjnk Zurich are sharpening their brand identity
Following the launch of the tagline «Swiss Post makes it possible,» the next chapter begins: Swiss Post is revamping its visual identity in collaboration with thjnk Zurich—with a new visual language, refined typography, and a refreshed color palette.
Swiss Post’s brand update has been in effect since the end of May—and marks a significant step forward in the brand development of one of Switzerland’s best-known institutions. In collaboration with the Zurich-based creative agency thjnk Zürich, Swiss Post has comprehensively revamped its visual identity and communications. The focus is on the connection between long-standing tradition and digital ambition.
A New Visual Language as an Emotional Foundation
As part of the project, Swiss Post’s visual language was redefined. Going forward, it is intended to serve as the emotional foundation for a vibrant and authentic brand identity. According to Swiss Post, the overarching goal of the brand update is to strengthen the clarity and recognizability of its visual identity while simultaneously creating sufficient flexibility for a wide variety of communication contexts.
To this end, the established «Fix-Flex principle» was analyzed and further developed. New design guidelines are intended to ensure that the brand essence is significantly sharpened on a formal level, despite the creative leeway allowed. A new design system provides greater clarity and consistency in brand application.
Swiss Post Brand Update: Typography and Color Scheme Further Developed
Another component of the update concerns the in-house typeface «Swiss Post Sans.» Its usage guidelines have been refined to give the brand a more distinctive and striking identity. The update is further complemented by a refreshed secondary color palette that complements—rather than replaces—the iconic Post yellow.
Michel Noverraz, Head of Brand Management at Swiss Post, comments on the initiative: «Our brand is a deeply rooted promise to the Swiss people. With this visual evolution, we’re creating a contemporary look that combines proven reliability with digital flexibility. This way, Swiss Post remains exactly what it is: approachable, human, and ready for the future.»
Evolution, Not Revolution
The brand update follows the new tagline «Die Post macht’s möglich,» launched at the end of last year, and represents the next step in strategic brand development. According to the press release, this evolution demonstrates how major brands can continue to develop: by not severing established, emotional connections, but rather consistently carrying them forward into the future.
Responsible at Swiss Post: Christian Meier (Senior Brand Design Specialist), Thomas Rütti (Senior Brand Design Specialist), Stefano Cometta (Brand Design Specialist), Michel Noverraz (Head of Brand Management), Deborah Murith (Head of Communications)
Responsible at thjnk Zurich: Alexander Jaggy, Pablo Schencke (Creative Director), Maira Weidmann, Luca Stancheris (Creative Director), Katharina Binder (Art Director), Patricia Schneider (Graphic Designer), Sven Ritterhoff (Executive Creative Director, Branding), Louis Ziemke (Senior Designer, Branding), Julian Steiner (Digital Brand Design Director), Wasen-Lee Volk (Senior Digital Designer), Sinan Lazaar Bolkan (Motion Designer), Mario Kersten (Senior Designer), Gordon Nemitz (Managing Director, Strategy), Andrea Bison (Managing Director, Consulting), Cornelia Nünlist, Lea Schneider, Erik Rüdebusch (Consulting)
External partners: Yves Bachmann (Photographer, Bildpool), Sebahat Derdiyok (Producer, Bildpool)
