Media release | 19 November 2024 Switzerland Travel Centre unveils a new brand identity

Switzerland Travel Centre reveals a new logo and a new look. In close collaboration with the Zurich-based creative agency Metzger Rottman Bürge, the tour operator has developed a logo that retains a strong Swiss identity while embracing a modern aesthetic. Moving away from the rigid square, the design incorporates the iconic Swiss red complemented by fresh new colours. Organic shapes in yellow and pink merge in an overlapping colour gradient to form the Swiss cross, alongside refreshed typography. 

This vibrant logo emphasises Switzerland Travel Centre’s connection to Switzerland and lends the brand a dynamic and approachable look. Melanie Seiler-Gubser, Co-Head of Marketing and lead on the company’s rebranding project, comments: “Our previous logo was increasingly perceived by our employees as static which doesn’t reflect who we are. This rebranding goes far beyond visual adjustments – it reflects the diversity of Switzerland and vibrancy of our corporate culture. It’s how we want to engage with our customers and the tourism industry.”

A new tagline and a shift away from “STC”

With the new tagline “Book. Travel. Enjoy.”, the brand’s message is clear and direct: Switzerland Travel Centre stands for easy booking, stress-free travel and unforgettable experiences. The abbreviation “STC”, long used within the tourism industry, has been removed from the logo and the company's official communications. Michael Maeder, CEO of Switzerland Travel Centre, explains: “Our direct customer base worldwide continues to grow, and the full brand name, alongside ’Book. Travel. Enjoy.’, conveys to new customers precisely who we are and what we stand for. However, ’STC’ may still have a place in internal exchanges and within the tourism industry.” 

Next stop: new website

The rebranding will be fully implemented across all channels by the end of April 2025. A key milestone in the process is the re-launch of the new website in the first quarter of 2025, offering customers an immediate view of the new brand and a modern, user-friendly experience with enhanced functionality.