The Swiss cross was always present in the Swiss Post logo. Sometimes it was ceremonially surrounded, sometimes combined with a post horn, sometimes linked with the letters PTT for the state authority for postal, telephone and telegraph operations. On 1 January 2024, Swiss Post will celebrate its 175th birthday. To mark this festive occasion, it is modernising its current logo. The new, greatly simplified version of the logo consists of a stylised red Swiss cross with a striking black “P” on a postal yellow background. Postal yellow remains the dominant colour element of the logo and the brand as a whole. The lettering “Die Post”, “La Poste”, “La Posta”, “Swiss Post”, which varies depending on the language, disappears and makes way for a common logo. “In future there will be only one logo for Swiss Post. This logo will become the unifying element of the language regions, just as Swiss Post is in everyday life,” says Roberto Cirillo, Group CEO of Swiss Post. According to Swiss Post, the simplification – the previous 15 logo variants will become one – will also lead to noticeable cost savings in the medium term, especially in the creation and maintenance of communication materials, websites, foiling for vehicle lettering or lettering on buildings. The modernised logo “thus also represents a savings measure, not least in the medium to long term” and supports “Swiss Post’s strategic efforts to use its resources as economically as possible”.
The brand’s logo is the ultimate symbol of recognition for Swiss Post and an indispensable part of everyday life in Switzerland. It is displayed on all Swiss Post vehicles, uniforms, correspondence and contact points – both in the physical and digital world. With the new logo, the company says it is making itself visually fit for the future: “As the central element of Swiss Post’s image, the logo will be fresher, more compact, simpler to use and can also be used universally for digital channels”.
The modernised logo will not be introduced overnight, but gradually over the next five years. First, it will be replaced where it is easy to do so, where it is particularly visible, or where it needs to be replaced or repositioned anyway. It will happen more quickly on digital channels than in the physical world. PostAuto AG will also use the new logo in future and will also use the familiar post horn in its appearance on a case-by-case basis. The PostFinance AG logo will be reviewed and further developed during the current strategy period.
