Switzerland Travel Centre unveils a new brand identity

Switzerland Travel Centre is stepping into the future with a comprehensive rebranding. As the leading provider of travel to Switzerland, the company now presents itself in a more colourful and modern way. The new logo marries tradition with modernity, reinforcing the connection to Switzerland and ensuring the brand is fit for the future. 

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. 

Switzerland Travel Centre – The complete package for Switzerland  

Switzerland Travel Centre is the official and largest tour operator for holidays in Switzerland, catering to Swiss residents, international individual travellers, and major travel providers from around the world. With the most extensive range of bookable offers, Switzerland Travel Centre provides easy access to over 2,000 Swiss hotels, exciting rail offers and packages and tailored round trips, activity tours, as well as city and cultural experiences. With offices in Zurich, London, Stuttgart and Hong Kong, Switzerland Travel Centre operates globally while staying close to its customers. A subsidiary of Hotellerie Suisse, Switzerland Tourism, SBB, and various regional railways, Switzerland Travel Centre employes around 130 people worldwide who are passionate about sharing Switzerland’s unique charm. The head office is in Zurich. For more information, visit switzerlandtravelcentre.com.

Media contact 

Switzerland Travel Centre
Binzstrasse 38 
CH-8045 Zurich 
Telefon: +41 43 210 55 00 
E-Mail: [email protected] 
switzerlandtravelcentre.com/media