Project
–––
Swisscom
Project Information
+
Swisscom brand creation
Studio/Client
Moving Brands
Capacity
Senior Designer
Collaborators/Typeface
Dalton Maag
Discipline
PackagingBrandingArt directionEnvironmental TypographyMotionGuidelines
The brief/solution
In 2007 Swisscom had a complex and inconsistent brand. They wanted a more established brand that was more emotional and engaging with their customers and more looking towards the future as opposed to their strong Swiss design heritage.
Our creation was a dynamic living identity that would move across all current and future touch-points effortlessly. By doing this we managed to combine the different business offerings together in one unified mark, or as we say – life form. It was important that the mark was both ‘fixed’ and ‘flexible’; the hard line of the axis working with the fluent, dynamic curves. The multisensorial identity was considered from every angle, to determine how it would look, but just as importantly how it would behave.
The life form is designed to respond to sound, motion, and data. The Axis which runs through the mark represents the core brand values which run through Swisscom and hopefully touch the lives of many people in Switzerland through different media touch points.
We also created an internal brand film that was created to inspire people to bring the brand to life upon the launch of the brand.