Swisscom is the number one telecoms brand in Switzerland, a re-brand of this national institution was part of the strategic consolidation of multiple businesses into a single, unified brand.
The brief was to create a distinctly Swiss identity which reflected their vision, customer focus and technological leadership, moving from telecoms and IT to media and entertainment. The dynamic identity is signified by the ‘Lifeform’ brand symbol, which unifies the company around the single axis of one Swisscom, with life and expression being conveyed by the fluid movement of its component parts. An innovative dynamic 3D symbol, which was designed to move and can be driven by people engaging with the brand itself. The wordmark was crafted by Swiss masters Dalton Maag, redrawn to reflect the more human, emotionally engaging brand, with retained heritage providing strength and balance to the organic ‘Lifeform’ symbol.
I was part of the Swisscom creative team for the mid stages of the rebranding process. I worked with the team to define phases and the early stages of moving logos and motion exploration, on-screen style and spacial visualisation and how it could be applied to moving content.
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