Creating a new national brand in a country with four language and culture groups presented serious challenges and responsibilities. Client, competitive marketplace, and consumer research preceded the strategic positioning and design development. The concept of contrast was the point of departure for the integration of analog and digital, constructive and illustrative, warm and cold, and hard and soft elements.

Studies done six weeks after the launch showed 95 percent brand recognition. The long-term positive response demonstrates the value of Swisscom’s investment in their new brand.