Swisscom is the number one telecoms brand in Switzerland, 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 identity which reflected their vision, customer focus and technological leadership, moving from telecoms and IT to media and entertainment.
The dynamic identity is signified by the ‘Lifeform’ brand symbol, which unifies the company around the single axis of one Swisscom, with life and expression being conveyed by the fluid movement of its component parts. An innovative dynamic 3D symbol, which was designed to move and can be driven by people engaging with the brand itself.
The wordmark was crafted by Swiss masters Dalton Maag, redrawn to reflect the more human, emotionally engaging brand, with retained heritage providing strength and balance to the organic ‘Lifeform’ symbol
As Creative Director of Moving Brands
I have been responsible for this project, leading original vision, creative strategy and design delivery across concurrent multiple workstreams.
I have worked closely with Swisscom to help implement the new brand across multiple touch points ranging across media and platforms, products and services: print, on-screen, online, mobile, retail, point of sale, point of interaction, phone booths, livery, signage, corporate environments, events et al. As well as continually acting as the ‘brand guardian’ to support other agencies working with the new brand.
The youtube video shows process and guidelines with example applications.