Swisscom gets Moving Brands treatment

London-based Moving Brands’ rebrand of Swiss telecom company Swisscom includes a three-dimensional graphic mark as well as a re-drawn wordmark…

Swisscom logo

London-based Moving Brands’ rebrand of Swiss telecom company Swisscom includes a three-dimensional graphic mark as well as a re-drawn wordmark.

‘With the many Swisscom businesses aligning under one service spanning from telecoms to entertainment, the brand needs a broader meaning,” suggests Moving Brands’ CEO and creative director Ben Wolstenholme. “The brand needs to stand for more than just ‘Swisscom-munication’, it needs to stand for ‘Swisscom-munity’. Building on this ‘community’ thought, the identity system is inclusive and flexible: the identity evolves around one central axis, as does the business. Take the new photographic style as an example; Swisscom has its own media portal and now understands the value of embracing user-generated photography rather than contriving it. This is a new approach to brand identity.”

Ben and David
Mark shot

print test
Above: work in progress. A corner of the Moving Brands studio is taken over by print tests…


smart car livery
Above, mock ups of how the new identity will translate to Ad-shels and also the livery on a Smart car

Moving Brands revealed to us that whilst working on the project, they set up an internal blogsite that documented the whole creative process and allowed all those working on it to exchange ideas in real time. “With Swisscom being such an important project for Moving Brands, not just in its scale but also with its potential learnings, it was agreed that we should document every stage of the process,” explains Wolstenholme. “In creating the blog, we discovered that it worked not only as a documentation tool, but due to its ongoing, real-time nature, and that democratic nature of it – every team member could contribute freely – it also worked as a platform for thoughts and discussion, problem solving, and feedback. It also worked well both as a briefing tool for new team members, and also as a key case study for future projects.

The blog has subsequently been used as a briefing tool internally at MB. A journey film made using content from the blog then enabled the Swisscom brand team to share their identity creation journey – and thereby engage the whole organisation with the new identity.” Here it is:

[QUICKTIME /images/uploads/2008/02/ 512 288 false true]

”We hope to continue documenting our larger projects in this way, with simpler case study documents more appropriate resource-wise for smaller, more bespoke jobs,” adds Wolstenholme.


Moving Brands enlisted the typo­graphic expertise of Swiss-born Bruno Maag at Dalton Maag to work with it on the project. Maag not only provided invaluable Swiss perspective but redrew the Swisscom wordmark and set out rules for use of the corporate typeface, Thesis, of which there is a sans and a serif style.

“I was able to provide MB with some thoughts as to how the Swiss would possibly react to some of the changes proposed,” explains Maag. “This was particularly valuable in the initial concept stage, when discussing how colour, symbol and typography should evolve. However, our input was more pragmatic when we were asked to develop the wordmark. The original was set out of Thesis (the sans style). We reworked the lettering of the word­mark considerably to reflect some of the dynamic movements apparent in the symbol. Except for the humanist feel there is very little resemblance to the original wordmark. We also created two sizes as we felt that the numerous uses could not be covered by a single size.”
logotype with big mark

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