Lake Parade is a technoparade held annually around the lake in Geneva, Switzerland, active between 1997 and 2017, and again since 2023.[1] The event’s visual identity has evolved through several distinct phases, with documented redesigns in 2012 and again for its 2023 return.
Design and History
The earliest documented trademark for the Lake Parade brand was filed on 21 October 1997 and registered on 26 January 2000 under Swiss trademark number 468910, held by Lake Parade SA.[2] This original mark was later deleted from the register on 26 May 2008.[2]
For its 16th edition in 2012, the Lake Parade introduced a new visual identity alongside the slogan “Get ready for the Unexpected.”[3] The new logo was described as a magenta-pink polygon, created by the communication design school Créa.[4] The 2012 edition also marked the creation of an artistic director position, filled by the same person who worked with the Caprices Festival.[5]
In 2017, a new trademark for “LAKE PARADE 2.0” was filed on 15 September 2017 and registered on 3 January 2018 under Swiss trademark number 711472, also held by Lake Parade SA.[6] This mark remains active with a protection period running until 15 September 2027.[6]
After a six-year absence, the Lake Parade returned in July 2023 for its 21st edition.[7] The 2023 return featured a new team, a new visual identity, and a new logo.[1] Since 2023, the agency BB® Switzerland has developed the Lake Parade website and managed its primarily advertising-related digital communication.[8]
Meaning and Symbolism
The 2012 logo, a magenta-pink polygon, was introduced as part of a broader refresh that included a new slogan and a new poster featuring a daily-life scene with a grandmother and her dog wearing robot masks in the same magenta color.[3] The polygon form and its vivid color were described as part of a “fresh” and “acidic” new look for the event.[5]
Typography and Design
No official documentation has been found identifying the specific typeface used in the Lake Parade logo or its typographic construction. The 2012 polygon logo was designed by the communication design school Créa, but no further details about its design process or typography have been published in the available sources.[4]
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