Observed Signal · Jul 8, 2026 · Rebranding · Source: persoenlich.com News · Impact: 1/5 · Sentiment: Neutral
Switzerland Tourism Defends Rebrand, Drops Goldflower
Schweiz Tourismus (Switzerland Tourism) discusses the two-year-old rebrand that removed the long-standing “Goldblume” after nearly 30 years. The organisation says the new identity performs better in digital and international contexts, and reports positive partner and guest feedback; a merchandising line is planned later this year. The agency Made Identity is cited as the main partner during the process. Schweiz Tourismus says the change was the result of a joint process with its board and that adoption by partners is being allowed to progress at their own pace. The organisation notes it measured brand effects in core markets before launch and references Switzerland’s favorable ranking for tourism in the Nation Brands Index 2025 (rank 6), while cautioning long-term evaluation requires many years.
A national tourism board's brand change is relevant to marketing practice and brand design but has limited direct impact on the AdTech/MarTech ecosystem or industry infrastructure.
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Key Takeaways & Evidence Grounding
- Schweiz Tourismus introduced a new brand identity two years ago and removed the long-standing Goldblume after about 30 years.
- Schweiz Tourismus plans to launch a merchandising line later in the same year, citing guest demand.
- Made Identity served as the agency partner guiding Schweiz Tourismus through the rebranding process.
- Schweiz Tourismus tested the new approach representatively in its core markets prior to launch and tracks recognition, associations, partner usage and application efficiency.
- The article cites the Nation Brands Index 2025 placing Switzerland sixth for tourism (best-ranked small or mid-sized country), but the organisation does not attribute that ranking solely to the rebrand.
Connected Companies & Entities
2 Entities mapped“The interview/article was published on the website persoenlich.com....”
“Two years ago the new brand identity of Schweiz Tourismus was introduced — without the Goldblume; the organisation says the new brand works ...”
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