Swiss Airlines

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Brand information:

Website	Swiss Airlines
Country	Switzerland
Industry	Airlines
Year	2011

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The Swiss Airlines logo features red color:

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Swiss International Air Lines, commonly known as SWISS, is the national airline of Switzerland, established in 2002 following the bankruptcy of its predecessor, Swissair. The airline operates from its main hubs in Zurich and Geneva, serving over 100 destinations across 50 countries worldwide. As a member of the Lufthansa Group and the Star Alliance, SWISS is committed to providing high-quality service and embodies traditional Swiss values. The airline’s fleet includes modern aircraft primarily from Airbus, ensuring a reliable travel experience for its passengers. SWISS also emphasizes sustainability and innovation in its operations, aligning with global aviation standards.

History of the Swiss Airlines Logo

In 1953, Swissair launched a modernist corporate identity program that was seen as a milestone. Through the pioneering work of Rudolf Bircher, the airline could clearly communicate itself as a modern, decisive, and dynamic entity, using a cohesive design system consistently applied across aircraft, vehicles, ground equipment, offices, and advertising. However, by 1978, the air travel industry had changed significantly. Airlines had upgraded their fleets for the jet age, and lower fares led to a boom in commercial air travel. Swissair’s management felt that to meet these cultural and technological shifts, it was necessary to update the airline’s values and image. In the process of modernizing their fleet and in preparation for their 50th anniversary in 1981, Swissair commissioned Swiss designer Karl Gerstner to create a fresh livery for its aircraft. Gerstner proposed a complete redesign of Swissair’s visual identity and logo. Gerstner explored several concepts, including a warped name to suggest motion, a reinterpretation of Bircher’s winged arrow, and an outward-pointing cross. Known for his simple solutions to complex problems, Gerstner’s final design emphasized the Swiss cross, a symbol Swissair had always used. Previously, the Swiss cross appeared on the tail fins of all Swissair aircraft, while Bircher’s logo was placed at the front. By placing the Swiss cross within a parallelogram, Gerstner highlighted Swissair’s national identity, representing Switzerland more plainly than any other logo could. The parallelogram gave the cross a dynamic character, connecting all of the airline’s materials to the concept of flight. A series of tests was conducted to gauge typographical perceptions, including style, weight, and typesetting, measured across polarities: Clear – Unclear Progressive – Conservative Hard – Gentle Elegant – Commonplace Original – Unoriginal Exciting – Boring The economical and readily available Futura font was well-received in these tests, rated as young, dynamic, and confident. It became the airline’s display typeface for sizes twelve points and up, with Times used for body text and smaller type-only advertisements. The color red was an obvious choice for Switzerland’s national airline. Gerstner shifted the shade of red from a “fire department red” to a “pure, warm rich cinnabar.” This subtle change gave the aircraft’s tail a more active and modern appearance. Bert Diener, Swissair’s Manager of Corporate Identity, worked closely with Gerstner to implement this new identity across all communication materials, ground equipment, and throughout the airline’s international operations. During a speech to airline staff before Christmas in 1978, Swissair’s Board President, Armin Baltensweiler, announced the new visual identity. From January 1, 1979, Swissair’s advertisements, printed materials, and publications featured the new logo, and the first aircraft, a DC-9-81, entered service with the new look in July. The logo remains in use today in a slightly modified form, updated in 2002 when Swissair became Swiss International Airlines. This change extended the left lower point of the rhomboid to make the logo resemble a tail fin.