This brand was created to reflect the smooth texture of the materialised wood of bright plant matter. The colour red is used throughout to create a sense of optimism and connection with the future. To promote the materialisation of the Swiss visual style we have established a long-standing history of using the red, a national colour, both in our daily lives and in our communications. Since the 1960s, the use of red has created a certain gravitas, something that is synonymous with a renaissance. The Swiss red is also associated with activities and events that have taken place throughout the centuries, such as fishing and hunting. Using the red also creates a link to history and it brings to mind a sense of stability, which is highly desirable in today’s world. The Swiss typography, antiqua, a distinctive feature, is drawn from the typeface used for original founding of town Hall in 1641 by the local chieftain Reuters.
While the essence of the logo remains, it is not as gung-ho about revealing its inner workings. Instead, the change in identity focuses on presenting the essentials, in a straightforward move to make the organization look and feel like a proper, respectable business. The new logo is a great, bold addition to the visual landscape, emitting a defined identity energy.