SWISS launches new Made of Switzerland brand identity



Swiss International Air Lines (SWISS) launched a new brand identity with a new ‘Made of Switzerland’ claim and a new ‘The little big differences’ creative concept. The new brand identity will put a stronger focus on customer wishes and needs, on SWISSness and on a more emotional visual language.

The new identity launched with an extensive Switzerland-wide advertising campaign, features a new design concept which, among other things, focuses on SWISS guests on their travels, and an appealing TV ad that highlights typically Swiss characteristics in a warm and charming way.

The new creative concept of ‘The little big differences’, meanwhile, embraces the many small things that help Switzerland and thus SWISS stand out, such as ensuring that customers feel at home throughout their air travel experience, from the welcome aboard to the varied regional cuisine and the popular SWISS chocolates.

Bernhard Christen, Head of Marketing, SWISS, said, “With our new brand identity we’re putting the spotlight not only on our typical SWISSness, but also– and above all – on our customers and their wishes and needs. We aim to appeal to our customers even more directly and emotionally than we have in the past.”