Evolution of Logos: Swisscom Logo

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History of the brand


How the corporate brand has changed








1849 to 1923. Following the centralisation of the previously Canton-based or privately-run postal system in Switzerland, the Swiss cross in the form of a coat of arms decorated with a post horn, Alpine roses and oak leaves is introduced as the trademark symbol of the Swiss postal system. The introduction of the telegraph (from 1852 onwards) and the telephone (from 1880 / 81 onwards) mark the birth of Swiss telecommunications.









1923 to 1927. For the first time an illustration appears on the title pages of the annual reports of the Swiss Postal Administration and the Swiss Telegraphy and Telephony Administration: a Swiss cross with a halo and post horn/telegraph pole for the two divisions respectively.









1927 to 1929. Postal, telephony and telegraphy services are brought together under a common administration. The symbolism in the logo focuses on the Swiss cross with the halo and post horn or telegraph pole from which wires stretch out.








1929 to 1931. The rectangular heraldic logo makes its appearance. Despite the organizational merger of the post and telegraph/telephone divisions, each division is allowed to have its own logo. The telegraph pole therefore remains on the logo variant used for telegraphy/telephony services.








1931 to 1936. The post horn is used not only to represent the postal services, but also the telephony and telegraphy divisions. This gives the impression that the Senior Telephony Services Directorate has been swallowed up by the Postal Services Directorate. Following the introduction of the new heraldic logo, the PTT operations continue to use a common logo featuring the Swiss national emblem until into the 1980s.








1936 to 1939. For the first time the acronym PTT (standing for Post, Telegraphy and Telephony) appears in the logo.











1940 to 1982. The post horn disappears. "Switzerland" and "PTT" now make up the logo's message.








1982 to 1993. A graphic artist from the postal service's stamp department plays with the elements of the Swiss cross and PTT and gives the logo a contemporary new look.









1993 to 1997. The telecom division demonstrates its separate identity with a logo variant in which the text Telecom is the dominant feature.








1997. The telecom division becomes a listed public limited company and is given the name Swisscom. The Swisscom logo, with its simple style, combines the human side of technology with the image of credibility and security offered by a traditional company. It forms a central element of the visual identity of the Swisscom brand.

The new brand
The new look is more modern, more colourful, more vivid and also much simpler than the different identities Swisscom has used in the past. The design selected will permit broad-based marketing activities across the various customer segments and via the different types of media. The logo's lettering has been modernised and a moving element has been added. Given that most communications services are now accessed on-screen, the new logo is ideally suited to Swisscom. In the future, customers will expect to have mobile and fixed access to TV, Internet and personal data (photos, films, etc.) in the simplest manner possible and whenever they want, using TVs, PCs and mobile phones.