Swisscom, Switzerland’s leading telecommunications provider, has used a dynamic, moving logo since 2008. The current identity is built around a wordmark with a rotating, three-dimensional element, a design approach that was considered a first for both Switzerland and the telecom industry at its launch.[1]
Design and History
In December 2007, Swisscom announced a comprehensive rebranding to unify its corporate image. The move followed a major reorganization that eliminated the sub-brands Swisscom Fixnet, Swisscom Mobile and Swisscom Solutions in favor of a single master brand strategy.[1] The new visual identity launched in the first quarter of 2008.[2]
The identity was developed by the London agency Moving Brands, with the wordmark crafted by Swiss typographer Bruno Maag.[1] Moving Brands won the assignment through a competitive pitch that included agencies from Switzerland, Europe and overseas.[1] Maag, founder of the type foundry Dalton Maag, said his team “worked on all the letterforms to create harmonious typography.”[3]
The centerpiece of the new look was a blue, white and red logo with a moving image element, a novelty for Switzerland and the industry at the time.[1] On screen, the logo rotates on its own axis.[4] The design was described as a “constantly moving life form, with free-flowing planes that reflect Swisscom’s multisensory customer offering,” with the revolving planes pivoting around a fixed axis that symbolizes the company’s heritage as a trusted national technology provider.[5]
In May 2025, Swisscom introduced a gently refreshed visual identity. The branding features a slightly updated logo, fresher colors and new imagery, accompanying a new slogan, “Discover your possibilities,” which replaced “Ready together.”[6]
Meaning and Symbolism
Swisscom’s official brand page describes the logo’s continuous movement as representing “a constant dialogue with customers, employees and partners.”[7] At the 2007 launch, the company stated that the dynamic element was intended to evoke emotion in viewers. The suggested Swiss cross in the logo, the warmth of the red tone and the axis as a central point of origin were all described as creating closeness, connecting people and uniting customer experiences.[1] The white, blue and red color combination was retained from the previous identity.[1]
Typography and Design
The wordmark was custom-crafted by Bruno Maag, a London-based graphic designer with Swiss roots.[4] Maag described the process as working on “all the letterforms to create harmonious typography.”[3] The previous logo was described by Maag as using “clunky type” that was “very analogue, with four dots.”[3]
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