Schweizer Reisekasse, commonly known as Reka, is a Swiss non-profit cooperative founded in 1939 to make holidays and leisure accessible to everyone.[1] The organization operates two main business areas, Reka-Geld (a purpose-bound payment system for discounted travel and leisure) and Reka-Ferien (holiday villages and resorts).[2]
Design and History
Reka’s visual identity underwent a comprehensive modernization in 2020, developed by the agency Jung von Matt/brand identity.[3] The redesign was prompted by a changing society and new value expectations, leading Reka to sharpen its positioning and make its self-understanding tangible in its communications.[3] The new identity was introduced on May 26, 2020.[1]
As part of the 2020 update, the wordmark was translated into a contemporary design language and picks up on the basic colors red and blue.[4] The brand colors were refreshed and expanded, and the imagery was supplemented with a characteristic illustration style developed specifically for Reka.[3] The corporate design was completely reworked, and the profiles of the business fields were sharpened along with their nomenclature.[3]
Before the 2020 redesign, Reka’s identity was closely associated with its iconic travel stamp featuring a white dove and the slogan “Ferien für alle” (Holidays for everyone), which originated in the early years of the organization when holidays were not yet a matter of course for large parts of the population.[5]
Meaning and Symbolism
The white dove featured on the historic Reka travel stamp is documented as an iconic element of the brand’s early visual identity.[5] The slogan “Ferien für alle” that accompanied it expressed the cooperative’s founding mission of enabling holidays for everyone, a promise Reka states it continues to honor.[5]
The 2020 identity centers on the claim “Mit Reka liegt mehr drin” (There is more in Reka), which the organization says it has stood for since its founding.[1] The refreshed wordmark in red and blue, along with the expanded color palette and illustration style, was designed to present Reka as fresh, personal and open-minded.[3]
Typography and Design
Reka’s current logo is a wordmark-based identity. The 2020 redesign translated the wordmark into a contemporary formal language without abandoning the brand’s red and blue base colors.[4] The official logo files are distributed by Reka in CMYK format for print use.[6] Specific typeface details for the wordmark have not been publicly documented in the available sources.
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