Swiss Leaders

A timeless brand for the leaders of tomorrow

As one of Switzerland’s oldest and largest leader organizations, Swiss Leaders modernized their branding to better appeal with the leaders of tomorrow through a brand refresh and name change. In close collaboration with Creative Supply, a new timeless visual identity was created.

With the client being a truly national organization with the diversity of multiple languages and age ranges, the need emerged to position the visual brand inclusive and modern, yet timeless and serious.

Collaborators Creative Supply
Typefaces Public Sans

Based on these ideas, the core concept of responsibility informed the logo design. The elements Swiss cross (quality) and circle (humanity) are deconstructed, opened and brought to symbiosis, building the final brand mark out angles and arches. 

Accompanying the brand mark is a bespoke word mark, taking inspiration from both the geometric shape elements, as well as the Swiss-style neo-grotesques.

Skala_Swiss Leaders_3
Skala_Swiss Leaders_3

The geometric elements building the brand mark are used as a cornerstone of the visual language, building a grid out of its proportions, repeating and turning them to create new layouts and informing the typographic layouts that accompany the key visual.

The interplay of red, blue in combination with a strong whitespace can be varied flexibly to appeal leaders of multiple ages and interests. With the Swiss red reinterpreted in a more modern, fresh appearance, the supporting blue building a strong contrast to it and the white creating structure and calm.

Skala_Swiss Leaders_3
Skala_Swiss Leaders_3

To accompany the client’s need of being able to flexibly create marketing materials in different office programs as well as a strong online presence, the open source Typeface “Public Sans” was used across the branding, relating visually to neutral Swiss neo-grotesque typefaces.

The resulting visual identity was accompanied by a set of initial applications throughout the office landscape, ranging from flyer designs to social media and PowerPoint templates to roll-ups, business cards and tote bags, as well as a Guideline Document for client execution.

Skala_Swiss Leaders_3
Skala_Swiss Leaders_3