News
Modernized logo for Swiss Post!
A dynamic Switzerland needs an equally dynamic postal service. To make our ambitions for the future more visible than ever before, we are modernizing our logo in time for Swiss Post’s 175th birthday. The logo is becoming simpler, but eye-catching elements such as the Swiss Post yellow, the large black “P” and the stylized red Swiss cross will be retained.
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The Swiss Post logo is emblazoned on all the company’s vehicles, uniforms, correspondence media and contact points – in both the physical and the digital worlds. This makes it not just the symbol of our brand recognition, but also part of Switzerland’s image.
We are now modernizing our identity, right on time for our 175th anniversary. The new logo consists of a stylized Swiss cross in red and a bold black “P” on a yellow background. Swiss Post yellow is still the dominant colour element of the logo. However, the new logo is significantly simpler: the long text “Die Post”, “La Poste”, “La Posta”, “Swiss Post”, which varied depending on the language, has been replaced in all languages by a black “P”.
In future, Swiss Post will use just one logo. This logo will be a unifying element across the different language regions, as Swiss Post is in everyday life.
Roberto Cirillo, CEO of Swiss Post
Fresh, compact, simple
The new logo is designed to ensure that Swiss Post is also fit for the future on a visual level: as the central element of our image, the logo will be fresher, more compact and easier to use. It is also important to Roberto Cirillo that the new logo highlights Swiss Post’s blend of rich tradition and innovation: “The new brand image reflects a modern postal service powering a modern Switzerland, right on time for our 175th anniversary. The logo is also the expression of an evolving, future-oriented Swiss Post”, says the Swiss Post CEO.
Video: the Swiss Post brand
When will the logo be replaced?
The changeover to the new logo will start right away and take place gradually over the next five years. This means that we will initially replace the logo where it is possible to do so easily, in particularly visible locations or when the logo needs to be changed or installed anyway. In the coming years, you can therefore expect to see both the old and new logos on our vehicles and buildings.
What is happening with PostBus and PostFinance?
PostBus will in future also use the new logo, and the famous post horn will be added to its branding on a case-by-case basis. From the time they first existed, our Postbuses carried the Swiss Post and PTT logos. It was not until 1998 that a separate flagship brand was introduced for the public transport sector. Swiss Post will now again benefit unfiltered in the public perception from its strength in the mobility sector – and vice versa.
The PostFinance logo is not being changed for the time being. It will be reviewed and developed by PostFinance Ltd during the course of the current strategy period.
Why now of all times?
Swiss Post will turn 175 years old next year. That is something to celebrate, because Swiss Post has helped make Switzerland what it is today. Swiss Post sees its role as powering a modern Switzerland. The new logo embodies a strong, future-oriented Swiss Post that brings together the traditional and the modern, the urban and the rural, and also the digital and analogue worlds. The anniversary will make all of that clear. That’s why the anniversary year is the ideal time to launch this modernization of our image.