Beginning of 2020 Victorinox, Maker of the Original Swiss Army Knife since 1884, will launch its new brand design with an overall “touch of red” in collaboration with Swiss branding agency Brandpulse. The new design offers a modular and more flexible structure and represents the brands innovative thinking in line with its existing and reliable brand values.

After an intense planning and testing phase, Victorinox launches its new brand design to simplify the layout, increase brand recognition and continue its successful journey as a traditional but pioneering brand. The Brand Design Evolution is implemented by a red logo box which is used in all external marketing material. In regards to simplifying the layout, the splinter design has been replaced by a modular and more flexible structure to cope with the demanding challenges of today’s state-of-the art communication. In times of cross channel and 360 degree marketing it is more important than ever to have a flexible format which works in online and offline channels alike.

The new and modern appearance of Victorinox represents innovative thinking in line with existing and reliable brand values present within every single touchpoint. Functionality, quality, innovation and iconic design are key in regards to Victorinox products and brand awareness. Then and now, the famous Swiss Army Knife-red is an integral part of Victorinox appearance.

“An important innovation to increase brand recognition and awareness is the strong focus on the touch of red across our overall design. After all the hard work we put in this project, we are proud to see our new brand design come to life and let Victorinox stand out in 2020 and beyond with a touch of red color”, states Veronika Elsener, Chief Marketing Officer at Victorinox. “Further, all design related documents are made available to the Victorinox subsidiaries around the world via a new digital platform, which ensures consistency”, she adds.

The new brand design was created in collaboration with Brandpulse, one of the leading Swiss agencies for brand consulting. At the beginning Brandpulse conducted a comprehensive brand analysis and then developed the new design concept of the brand based on the findings. “We feel honored that Victorinox commissioned us to create their new brand design. For us it was important to find the perfect balance between showcasing their rich heritage as a traditional Swiss brand while at the same time bringing in innovative designs to enrich their appearance by increasing the touch of red in the overall communication”, Thomas Ramseier from Brandpulse explains. The following visuals give an impression of the new campaign:

Innovative thinking in line with its existing brand values: Then and now, the famous Swiss Army Knife-red is an integral part of Victorinox appearance.

Modular and flexible structure: The new design copes with the demanding challenges in times of cross channel and 360 degree marketing. The flexible format works in online and offline channels alike.

Functionality, quality, innovation and iconic design: The new and modern appearance of Victorinox represents innovative thinking in line with existing and reliable brand values.