Showbiz for Blue Business
Prominent names announce the new appearance of Swisscom provider Bluewin
Prominent names announce the new appearance of Swisscom provider BluewinBy Bruno Amstutz The guesswork about the celebrities Wirz Werbeberatung sent to the billboards has come to an end. From July 17, Marilyn Monroe, Heino and Cary Grant announce the meaning of their mission possible: Switzerland's largest Internet provider, the Blue Window, shortens its name to Bluewin and gives its corporate design and corporate identity a makeover.
The year 2000 brings great upheavals for the Blue Window: In April, a strategic partnership was formed with TA-Media AG, and since May 1, the company has been operating as a stock corporation. The IPO is planned for the fall.
"The Blue Window is physically and psychologically on the move," explains Simone Bratschi from the consulting agency cR Kommunikation AG, which is supporting the launch of the brand. Physically, the move to a new headquarters in Zurich's Escher-Wyss-Areal is imminent. From this coveted location, the provider wants to present itself in a more youthful and trendy way.
A sweeping logo replaces the classic lettering. It was designed by the Berlin agency Meta Design, which will soon open an offshoot in Zurich. "The new brand image shows the change from a technical brand to a service brand," says designer Katja Grubitzsch, describing the goal of the creative effort.
Bluewin aims to meet this demand through new services and increased cooperation with external content suppliers. At the beginning of July, for example, cooperation with the publisher Weltbild was expanded.
The color blue remains the basic color of the appearance, in keeping with the name. This also maintains a link to the advertising world of the parent company Swisscom. The latter also remains the main shareholder. However, subsidiary Bluewin intends to emancipate itself in the longer term and position itself as an independent brand in the international market.
For the time being, however, the refreshed outfit should help to consolidate Bluewin's position in the Swiss market: With around half a million users, the company describes itself as the largest provider in Switzerland.
The year 2000 brings great upheavals for the Blue Window: In April, a strategic partnership was formed with TA-Media AG, and since May 1, the company has been operating as a stock corporation. The IPO is planned for the fall.
"The Blue Window is physically and psychologically on the move," explains Simone Bratschi from the consulting agency cR Kommunikation AG, which is supporting the launch of the brand. Physically, the move to a new headquarters in Zurich's Escher-Wyss-Areal is imminent. From this coveted location, the provider wants to present itself in a more youthful and trendy way.
A sweeping logo replaces the classic lettering. It was designed by the Berlin agency Meta Design, which will soon open an offshoot in Zurich. "The new brand image shows the change from a technical brand to a service brand," says designer Katja Grubitzsch, describing the goal of the creative effort.
Bluewin aims to meet this demand through new services and increased cooperation with external content suppliers. At the beginning of July, for example, cooperation with the publisher Weltbild was expanded.
The color blue remains the basic color of the appearance, in keeping with the name. This also maintains a link to the advertising world of the parent company Swisscom. The latter also remains the main shareholder. However, subsidiary Bluewin intends to emancipate itself in the longer term and position itself as an independent brand in the international market.
For the time being, however, the refreshed outfit should help to consolidate Bluewin's position in the Swiss market: With around half a million users, the company describes itself as the largest provider in Switzerland.
