Orange will probably become Salt

Orange Switzerland was acquired by Xavier Niel on February 23, 2015. The new branding and naming is a logical step in the company's further development under its new ownership, according to a March 31, 2015 statement, and is "a great and unique opportunity for the company to create its own identity. An identity that fits the ambition to offer Swiss consumers more innovations and simpler services.

Details of the new appearance will be communicated on April 23, 2015. Meanwhile, Orange is keeping the new name a secret. Nevertheless, the newspaper Schweiz am Sonntag believes it already knows it: Salt. The reason for this assumption is that various names have been entered in the trademark register that suggest Orange: "Salt", "Salt Communications", "Salt Mobile" and "Salt Cinema". The latter is reminiscent of Orange Cinema, the company's cinema brand. The trademarks were registered by Bär & Karrer in Zurich. The law firm also registered isolated trademarks for Orange, the newspaper said.

Further indications are changes to Salt.ch - Holder of the Domain is also Bär & Karrer - and a new, still inactive Twitter account @SaltMobile_Care. It remains a mystery, however, why the French Swiss satirical program "26 Minutes" announced the name "Salt" as the new Orange name in a sketch back in February. Orange does not want to comment on the issue. (hae/SaS)

Image: Switzerland on Sunday

Would YOU find the name "Salt" a good choice?