Lucerne Festival Brand Identity: Heads Shapes the Brand's Future
The Lucerne Festival has commissioned Heads Corporate Branding to develop a new, internationally oriented brand identity. The rebranding will be unveiled in late January 2027 with the announcement of the summer program.
Now that the 32-day Lucerne Festival—which, according to the festival, drew 81,000 people under the theme ’American Dreams«—has come to a close, the focus is now on the future: The Lucerne Festival has commissioned the Zurich-based branding agency Heads Corporate Branding to develop a new, internationally oriented brand identity for the Lucerne Festival. Following a multi-stage agency evaluation process, the festival management selected the agency, which will develop the brand identity in collaboration with the festival and provide long-term brand support.
New brand identity to be unveiled in late January
The new Lucerne Festival brand identity will be unveiled in late January with the announcement of the 2027 summer program. Lucerne Festival is one of the world’s leading classical music festivals. Founded in 1938, it has been under the artistic direction of Sebastian Nordmann since January 2026. The centerpiece is the Lucerne Festival Summer, running from mid-August to mid-September, featuring more than 120 concerts and related events, complemented by shorter festivals in the spring and fall. According to the festival, this diverse event is also an economic asset: In the Lucerne region, the festival generates an economic contribution of approximately 45 million Swiss francs and supports around 250 jobs.
A well-thought-out brand strategy won over the festival organizers
«Heads impressed us with its well-founded brand strategy considerations and, through its initial design concepts, demonstrated how Artistic Director Sebastian Nordmann’s artistic signature can be translated into a contemporary brand language,» says Bettina Jaggi, Head of Marketing & Digital Development at the Lucerne Festival.
«The Lucerne Festival creates unique moments in which world-class artists offer audiences a personal, moving experience. We want to bring this to life through the brand. And we are thrilled to be working with the festival’s management to lead this long-standing brand into the future,» says Heads Managing Director Ralph Hermann.
Heads Corporate Branding is an owner-managed branding and design agency established in 1981 and headquartered in Zurich. According to the agency, Heads Corporate Branding takes a theoretically grounded, holistic approach to brand management and provides consulting and design services in the areas of brand strategy, internal and external brand management, brand design, brand communication, and corporate identity-based transformation processes.
Responsible at Lucerne Festival: Bettina Jaggi, Head of Marketing & Digital Development Responsible at Heads Corporate Branding: Ralph Hermann, Managing Director
For more information https://www.heads.ch
