Cannes Lions

TELECOMMUNICATIONS

MOVING BRANDS, London / SWISSCOM / 2009

Awards:

1 Shortlisted Cannes Lions
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Overview

Entries

Credits

Overview

Description

Swisscom is the number one telecoms operator in Switzerland and one of the country’s most trusted brands. A re-brand of this national institution was part of the strategic consolidation of multiple businesses into a single, unified brand.

Our brief was to create a distinctly Swiss, instantly recognisable identity, which was also flexible enough to work across many different media and convey the full breadth of services Swisscom offers.Swisscom also wanted to shift the focus of communications away from telecoms and IT towards a warm relationship with their customers based on media and entertainment.

Execution

The new brandmark is a constantly moving life form, with free-flowing planes that reflect Swisscom’s multisensorial customer offering. The revolving planes pivot around a fixed axis, symbolising Swisscom’s strong heritage as a trusted national provider of technology. The wordmark, designed in collaboration with Swiss master typographer, Dalton Maag, is crafted to complement the curves of the life form.Sonic and responsive elements are also developed to convey warmth and emotion. As brand guardians, we helped Swisscom implement the new identity across all of the many consumer touch points and media platforms.

Outcome

Hailing us as their ‘heroes’, Swisscom have now rolled out the new identity across Switzerland. Our work can be viewed everywhere from Swiss phone boxes, to hundreds of nation-wide billboards, to thousands of mobile welcome screens.

Although the Swiss were initially sceptical about the makeover of one of their most trusted brands, they have now taken it into their hearts and see the re-brand as an overwhelming success.

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