«Swissair» has a 71-year history of success, from its founding in 1931 to the bankruptcy of the company in 2002 and the formation of «Swiss International Air Lines» (SWISS). Over the years, several logos have been used, and the brand has come a long evolutionary path.
For the first few years, there was no standardized logo, and even the company's name in advertisements was not always «Swissair». Sometimes the posters read «Swiss Airlines» or «Switzerland Air». But the search helped to determine the direction and style of the logo, which will be developed in advertising communications for the next decade.
In the forties, a type logo appeared, which was placed on aircraft liveries, in advertising communications and branded souvenirs. The red color is gradually beginning to play the role of a corporate identifier; standards are outlined in the use of the logo, which regulate its use.
The company underwent a major rebranding in the 1950s. Designer Rudi Bircher has created a stylized airplane arrow. The graphic design of the logo has become dynamic and modern, capital letters were used in the name «Swissair», which gave the company image integrity and solidity, and the font rhyme of three letters «S» - dynamics.
There were many possible uses for the logo: an arrow sign with the «Swissair» logo inside, a variation of the placement of this design in a circle, the use of the logo separately from the sign, the use of the logo only with a descriptor, the ability to place the arrow sign separately from the company name. For all these situations, variations were created: positive for use on light tones, negative for dark tones, and additionally linear options.
Further development of the corporate identity led to a change in the rules for using the logo, an additional blue color appeared. The «Swissair» logo has become quite recognizable, which has made it possible, in the vast majority of cases, to use it separately from the mark. And the airplane arrow from the basis of corporate identity has turned into a pictogram and began to be located at a distance from the logo, each time finding new options for location on advertising media.
In 1981, the company celebrated its 50th anniversary, by which date the company was rebranded. A new logo, sign and new rules for the use of corporate identity elements were created. The «Swissair» trademark this time was created using only lowercase letters, the logo was assigned black. The sign is as laconic as possible, at the same time it has acquired a swift, dynamic image. The brand name in the form of a beveled rectangle with a cross in the center unambiguously reads a reference to the flag of Switzerland. At the same time, the logos of the companies belonging to the «SAirGroup» management holding were developed, in which the airline's identity can be traced.
«Swissair» went bankrupt in 2002. The assets of the company were transferred by the management of the holding to the regional airline «Crossair», which was also part of the «SAirGroup». Later the name of the company was changed to «Swiss International Air Lines», abbreviated «SWISS». «SWISS» is currently the largest airline in Switzerland.
Publication date: 09 September 2017