The Swiss cross and the circle as symbols for quality and integrity served as a basis for the design process. They are deconstructed into their basic components (angles and arches) and brought into a symbiosis which forms a metaphor for progressive and responsible leadership. Arrows point inwards and define a curve growing through the center of the logo. Here, a Swiss cross hidden in negative space builds the core of the dynamic. The accompanying word mark consists of custom drawn letters. It is inspired by Swiss Style neo-grotesque typefaces and the brand mark’s geometric shapes. The latter also act as cornerstones of the corporate language. Duplicating, rotating and placing the shapes on a grid, a layout system is defined which allows for the creation of diverse and coherent brand applications.

While the typical Swiss red is reinterpreted into a more modern and fresh tone, the supporting blue contrasts it. To complement the two vibrant colors, light grey and white offer a feeling of texture and calmness. The resulting color range provides the corporate identity with a smart and lively overall look.

To give Swiss Leaders the flexibility to apply its brand to all types of marketing materials using office programs and online tools, we used the open-source font ‘Public Sans’ across the corporate identity. Since it matches the neutral look of Swiss neo-grotesque typefaces, it proved to be a natural fit.

The corporate identity was handed over with a brand guide and a set of initial applications throughout the office landscape. These comprised business cards, brochures, flyers, web icons, social media advertisements, presentation templates, banners and tote bags. For further branding case studies, visit our archive →.