SWISS launches new “Made of Switzerland” brand identity

Swiss International Air Lines (SWISS) is launching 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.

SWISS is launching a totally new brand identity under a new “Made of Switzerland” claim and with a new “The little big differences” creative concept. The actions mark a further step in SWISS’s “Next-Generation Airline of Switzerland” strategy. The new identity, which will be launched with an extensive Switzerland-wide advertising campaign from tomorrow (Friday) onwards, features a new design concept which, among other things, focuses on SWISS guests on their travels, and an appealing TV ad (which can be viewed here) that highlights typically Swiss characteristics in a warm and charming way.

The new “Made of Switzerland” claim covers the main features of the SWISS brand: SWISSness, emotionality and a strong customer focus. 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. All these messages will run through the new advertising campaign, which will be conducted Switzerland-wide for a month to launch the new SWISS brand identity from 5 August onwards.

“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,” says SWISS Head of Marketing Bernhard Christen. “And in doing so, we aim to appeal to our customers even more directly and emotionally than we have in the past.”

Swiss International Air Lines (SWISS) is Switzerland’s national airline, serving over 100 destinations in 43 countries from Zurich and Geneva and carrying some 16.5 million passengers a year with its 91-aircraft fleet. The company’s Swiss WorldCargo division provides a comprehensive range of airport-to-airport airfreight services for high-value and care-intensive consignments to some 130 destinations in over 80 countries. As “The Airline of Switzerland”, SWISS embodies the country’s traditional values, and is committed to delivering the highest product and service quality. With its workforce of over 9,000 personnel, SWISS generated total operating income of some CHF 5 billion in 2016. SWISS is part of the Lufthansa Group, and is also a member of Star Alliance, the world’s biggest airline grouping.