Swiss Cheque is a banking brand from Switzerland whose symbol was originally designed by Gérard Miedinger in 1960. The mark is categorized among spiral, reflection, and rotation logos, reflecting a geometric construction typical of mid-century Swiss graphic design. [1]
Design and History
Gérard Miedinger (1912–1995) was a Swiss graphic designer, exhibition designer, and poster artist. After studying in Zurich and Paris, he opened his Atelier Miedinger studio in 1945. He was one of the trailblazers of modern Swiss graphic design, creating logotypes, posters, packaging, corporate identities, and exhibitions for industry and government. [2] [3]
The Swiss Cheque symbol is attributed to Miedinger’s Atelier in 1960. A 1973 poster for the Swiss Cheque product, held in the collection of the Museum für Gestaltung Zürich, is credited to Atelier Miedinger, Zürich, confirming the studio’s ongoing association with the brand. [4]
The Swiss Cheque product itself traces to 1975, when the company now known as Swiss Bankers Prepaid Services AG was founded under the name Swiss Bankers Travelers Cheques. The company first became known through its Travelers Cheques, which were launched that year in collaboration with Thomas Cook for worldwide sales. [5] [6]
In 2020, Swiss Bankers introduced a fundamentally revised brand identity, developed by Publicis with brand consulting by Bruhn & Partner. The redesign accompanied the company’s strategic shift from a cheque issuer to a provider of prepaid payment solutions. [7]
Meaning and Symbolism
The 2020 Swiss Bankers identity centers on the color red, which remains dominant in the new branding. The letters W and I, abbreviated and combined graphically, represent a mountain peak and the sun above it, referencing the Matterhorn, which plays an important role as a design element in the identity. The card types also feature an abstract Matterhorn in their appearance. [7] [8]
The 2020 redesign was intended to position Swiss Bankers as a young consumer brand, using angular polygons in bold brand colors and bold typography, without losing the groundedness and seriousness associated with the company. [9]
Typography and Design
The 2020 identity employs bold typography and strong imagery to give the brand a fresh, young look. The design system incorporates angular polygons as a central brand element, with the new brand colors used dominantly across all touchpoints. [9]
Logo Index is an independent educational archive covering logos, visual identities and graphic design history. All trademarks and brand assets remain the property of their respective owners.
