The Swiss Post, an institution that is as much a part of everyday life in Switzerland as Swiss chocolate and cheese, has announced a rebranding campaign to mark its 175th anniversary in 2024. The new branding will focus on tradition and simplicity, with a single logo replacing the multiple versions currently in use across the country. The move is aimed at creating a more consistent brand image and improving the efficiency of the company’s communication efforts.
The Swiss Post’s current logo features a Swiss cross, the familiar Post yellow, and a cursive script in the country’s national languages. While it is omnipresent in Swiss daily life, it has not been effective in representing the company’s status as a major institution in the country due to its complexity and inconsistency.
According to the Swiss Post, the multitude of language and color variations in the current logo has resulted in a lack of consistency and difficulties in digital implementation. By reducing the logo to a single, simple design, the new branding aims to provide a more consistent and efficient approach to communication.
To achieve this, the Swiss Post has enlisted the help of advertising agency Jung von Matt Brand Identity. The new logo features a stylized red Swiss cross accompanied by a bold black «P» on a Post-yellow background. The design is based on the Swiss Post’s last strong graphic symbol from the 1970s, created by Altenburger and perfected by Frutiger.
The new logo will serve as a connecting element across all language regions in Switzerland. The branding campaign aims to improve the Swiss Post’s brand image by creating a more modern and versatile visual identity. The new logo is also digitally optimized, making it easier to integrate into the Swiss Post’s communication efforts.
Jung von Matt Brand Identity believes that the new logo will provide a more flexible approach to communication by allowing the Swiss Post to play with color, typography, and imagery. By reducing the logo’s complexity, the company will also become more efficient in its communication efforts.
The new branding campaign is a result of a comprehensive process that took into account the Swiss Post’s brand history, strengths, and weaknesses. The aim was to create a brand image that is both traditional and future-oriented.
The new logo is an essential component of the Swiss Post’s rebranding campaign, which aims to enhance the company’s public perception by creating a more consistent and efficient approach to communication. The new logo’s simple and compact design will make it easier for the Swiss Post to communicate its messages to its customers, no matter which language region they are in.
«In future, Swiss Post will use just one logo. This logo will be a unifying element across the different language regions, as Swiss Post is in everyday life.»
Roberto Cirillo, CEO of Swiss Post
In conclusion, the Swiss Post’s rebranding campaign is a significant step towards creating a more consistent and efficient approach to communication. The new logo’s simplicity and versatility will make it easier for the company to communicate its messages to its customers, while also creating a stronger brand image that is both traditional and future-oriented. By focusing on tradition and simplicity, the Swiss Post has created a logo that will serve as a connecting element across all language regions in Switzerland.
