The Schilthornbahn AG, the Swiss cable car company serving the Schilthorn mountain above Mürren in the Bernese Oberland, introduced a new visual identity on 2 April 2026. The relaunch coincided with the opening of the final section of the SCHILTHORNBAHN 20XX construction project, the last new aerial cableway in the overall scheme.[1]
Design and History
The 2026 rebrand was developed by the Bern-based agency Stämpfli Kommunikation together with the Biel text agency textatelier.ch.[2] The new brand world centres on the English-language claim “Legendary Moments”, a reference to the mountain’s James Bond history and an experience promise for international guests.[3]
In the revised logo, the name “Piz Gloria”, the revolving restaurant made famous by the 1969 Bond film “On Her Majesty’s Secret Service”, now appears with equal weight alongside “Schilthorn”.[3] The company said this reflects the international recognition of the Piz Gloria name.[3]
The wordmark is now supplemented by a pictorial mark, or “Bildmarke”, described as an abstract “S” in the form of a mountain.[2] The Schilthornbahn’s own newsroom refers to this new symbol as the “Peak” mark.[4]
Meaning and Symbolism
The established magenta brand colour was retained and supplemented with a warm purple, while other colours such as smoke blue were removed from the corporate design.[2] The new photography direction, developed by Stämpfli and shot by photographer Dominik Baur, plays with the contrast between majestic landscapes and close-ups of visitors, with the mountain panorama reflected in their sunglasses.[2]
Typography and Design
Creative direction for the relaunch was led by Ben Scheurer at Stämpfli Kommunikation, with art direction and design by Melina Bärtschi. Claim and texts were written by Thorsten Kaletsch and Mia Hofmann of textatelier.ch, and the logo animation was created by Mario Buholzer of chemicalbox.ch.[3]
Earlier logo versions of the Schilthornbahn are not documented in the available sources. The company was founded in April 1962, with the first sections opening in 1965, but no designer or design date for a founding-era mark has been verified.[5]
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