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Announcement live chat with our CCO

Site Admin

Dear fans, followers, customers and readers

As previously announced, our Chief Commercial Officer Holger Hätty will join us and answer your questions regarding our brand positioning in a live chat.
This online event will take place tomorrow, Thursday, 25 August, between 17:00 and 18:00 CEST on our blog.

Ask your question
We are looking forward to your questions: you can either phrase your question now by commenting on this article or ask your questions online tomorrow during the chat. You can ask your question in English or German.

Join the live session
At 17:00, we will launch the online chat here on the blog, so make sure to be online. As we want to keep the chat stream readable, we will pick your questions from the blog entries and answer them in the live chat. You can comment or ask further questions in the comment section/chat function of the blog.

Procedure during live chat
As we expect lots of different questions, we will pick those asked most often and Holger Hätty will answer them live between 17:00-18:00. If your question cannot be answered during the chat session, we will try to answer it in a separate blog entry in the coming days, but we ask for your understanding in the event that not all questions will be answered.

Transcript of the online chat
We will offer you a transcript of the online chat after it is finished.

A quick reminder: please follow our guidelines regarding Social Media (no insulting, discriminatory, offensive or unlawful comments). You can find the full version here.


17 comments

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  • It will probably require some courage to admit to being wrong, but this “new” logo is just a step back to the terrible last days of Swissair.


  • The Big question is:

    Why there is need to do such a costly operation?

    especially when everything is successful and perfect.


  • Seven days have passed since the presentation of the new logo, and negative comments about it haven’t stopped to flow…

    Even if the ‘new’ logo was good (or even better than the previous one), it makes absolutely no sense to change the Swiss brand, especially in this challenging period.
    Let alone now, as it has been proved in the last week, that it fails to communicate in various levels.
    Some of the most loyal customers are expecting, the whole rebranding idea to be scraped, and the current very swiss image to be kept.
    Anything else would be a compromise, and nobody is willing to do so.
    The ‘feeder service’ can be very easily lost to other airlines, if the amazing Swiss image gets tarnished.

    It is not a shame to admit that a bad idea has been proposed.
    The shame would be to destroy a company.
    It is a very crucial managerial decision.

    Be very prepared on the answers you will give….


  • Hi Guys
    As owner of the 1700+ member strong facebook group “save the swiss cube” I organized a question voting within our group. Every group member was able to sumit questions and other members were able to vote for every question they find intresting. Here are the results:

    16 votes:
    Looking at the strong and emotional reaction by thousands of your followers and all the negative tweets and blog pots – don’t you think you already have a strong and powerful brand? And what are the actions you will take following this vague of protest?

    13 votes:
    “strengthen the positioning and the brand profile” is a good plan. no question. but why do you have to change the logo? the cube is one of the worlds most sovereign logodesigns. the new design is a logo without personality and it is replaceable.

    10 votes:
    As the logo of Tyler Brulê was full of elegance, modernity and uniqueness is the new one boring, cheap and replaceable. Does that chang of the logo also symbolize the way SWISS wanna go?

    7 votes:
    While I understand new identity shows change, Swiss has already been acclaimed with changes in it’s seat product only a few years ago. The swiss cube is, at least within the aviation community, associated with comfort and elegance. Why spend tons of money to change a logo which not only shows the nationality of the company, but also symbolizes the top comfort we can get in aviation today? Spending money would mean having to restart building the brand, which seems useless since you are already at the top branding possible

    7 votes:
     ‎1) why does the new brand positioning require a new logo? 2) How long will it take to implement the logo at all touch points? 3) Your cost estimate is something below CHF 10 mio. Is this reallistic (similar rebrandings are significantly higher)?

    6 votes:
    Warum macht Swiss “Social Media”, wenn dann nicht rascher reagiert wird und Feedbacks kommen? Aus meiner Sicht ist Social Media nicht nur cool und lustig, es ist eine Verpflichtung an den Fans … die meistens auch Kunden sind.

    5 votes:
    How can you justify the costs which will results in such an non innovative idea ? Do you think it’s necessary to put in the new logo the swiss white cross giving it a look of an aircraft tail? Is it not enough to have it on the airplanes themselves?

    5 votes:
    “Wieso denken Sie, dass das aktuelle Logo nicht den angestrebten und bereits gelebten Werten entspricht?
    Anschlussfrage: Was kostet das?
    Und weitere Anschlussfrage: Wird das neue Logo innert 9 Jahren soviel Mehrgewinn generieren, wie die Logo-Anpassung kostet?”

    5 votes:
    Why is it so important for the Swiss management to change the logo? It’s seems it’s not the case for other well established airlines who have been proud of their own logo for years ?

    4 votes:
    Wie kommen Sie dazu, ein bestens eingeführtes und qualitativ hochstehendes, weltweit hoch gelobtes Erscheinungsbild ohne jegliche Notwendigkeit nach nur 10 Jahren durch dieses grässliche Billig- bzw. Ferien-Airline-CI zu ersetzen? Sollte Ihnen nicht ausgerechnet Ihr Mutterhaus Vorbild sein? Lufthansa hat seit Jahrzehnten ein praktisch unverändertes Erscheinungsbild, und was leitet man daraus ab? KONTINUITÄT UND QUALITÄT! Das wollen Sie doch mit Swiss auch, nicht? Also bitte kehren Sie um, solange Sie noch können. Mit diesem neuen Logo und dem Idiotenenglisch-Claim erreichen Sie das Gegenteil einer “Schärfung” der Marke Swiss. Sie werden in die Corporate-Identity-Geschichte eingehen, aber im Kapitel “Sündenfälle”.


  • Lufthansa, die Muttergesellschaft der Swiss, fliegt seit ca. 1966 immer mit dem gleichen Logo, man kennt es, es ist eine gute Marke. Der Swiss Cube wurde so langsam bekannt.. so langsam haben die letzten Wenigflieger auch gemerkt, das es nicht mehr Swissair, sondern Swiss heisst, das Logo war langsam in den Köpfen.. und jetzt dieser abrupte Wechsel, zu einem 70er Jahre Design (leider die hässliche Variante davon) – wieso, wieso nur?


  • Hi there,
    Thanks for involving us and give us the chance to ask our questions. It’s so upsetting seeing where Swiss would like to go and maybe for once more you should give your trust to us as we give it to you.

    I love the actual Swiss brand. It’s clean, modern, stylish, luxurious but with it’s typical swiss simplicity still “on the ground” respectively a high flyer of all brands within the industry!

    So why do you step back to the old not so glorious time? It strongly reminds me on the old brand with an unhappy ending.

    Take your loyal customers & fans seriously and overthink your brand strategy with the received feedbacks. Being Social, especially with Social Media is priceless. I so love the brand, I’m looking forward to work for you as soon the right position is released. I love your friendly service on ground and during the flights and always longing for the Swiss chocolate before stepping out.

    Keep the current logo and we will love you even more. Stay Swiss!


  • Warum das beste Logo der Welt geändert werden soll, scheint keiner zu verstehen. Swiss ist die Fluglinie mit dem besten Sitzladefaktor und macht große Gewinne. Wieso dann der Markenauftritt geändert werden soll, macht mir und vielen vielen anderen keinen Sinn, selbst wenn das aktuelle Logo nicht so toll wäre, wie es aktuell der Fall ist.
    Angeblich geht es bei dem neuen Markenauftritt um viel mehr als nur ein neues Logo; wenn die drei neuen Values Ernst genommen werden, dann folgt aus Nr. 2( We do things properly or we don’t do them at all.) und Nr. 3 (It’s the small things that bring us closer to our guests.) das Beibehalten des alten Würfels, denn das neue Logo wurde scheinbar nicht gut durchdacht und stößt bei einer großen Anzahl von treuen Kunden auf Ablehnung. Es wird sich daran sehr deutlich zeigen, wie ernst Swiss ihr neues Profil nehmen wird.
    Bisher hat sich Swiss durch einen sehr guten Kundenkontakt ausgezeichnet. Ich hoffe dies bleibt auch weiterhin erhalten und das Managment gibt einen Fehler bei der versuchten Abschaffung der Cubes zu.

    Weiterhin würde ich mir wünschen, dass Edelweiß Flüge nicht nur unter LX Flugnummer angeboten werden, sondern auch wie solche behandelt werden. Man erhält außerhalb von GVA/ZRH/BSL keinen Loungezugang und kann nur Prämienmeilen sammeln. Entwerder gehört Edelweiß voll in M&M integriert oder die Codeshareverbindungen gehören gekündigt.

    Weiterhin hoffe ich, dass die besten Flugzeuge der Welt, die Jumbolinos der Swiss doch noch länger erhalten bleiben und die neuen CRJs nur zur Flottenerweiterung eingesetzt werden.

    Außerdem sollte endlich neben der unsäglichen Vollmilchschokolade auch richtige Schokolade an Bord der Flugzeuge gereicht werden.


  • It will probably require some courage to admit to being wrong, but this “new” logo is just a step back to the terrible last days of Swissair.

    The cube logo is one of the strongest aviation logos around. It is a logo SWISS can be proud of. It is clean, fresh and efficient. Just like the SWISS I know and love.

    Please reconsider, there is no shame in saying “We got it wrong”. Your loyal customers will applaud you.


  • It’s good to know that Management and the Board of Directors at Swiss aspire that Swiss remains Europe’s leading airline. Unfortunately, I believe that the choice of the new logo and claim fails in communicating that there is a clear path and resolve that is being pursued.

    Frankly, when compared to the cube logo, the new tailfin logo is rather ugly. It’s disappointing. This new logo, in its simplicity actually looks too generic. It would make me think Swiss is becoming a budget airline. The logo of Darwin Airline looks much better than the new Swiss tailfin logo. How ironic is that! The cube logo, however, is simple, iconic and innovative.

    I see the new logo and read the claim and think that it is the work of amateurs and in my opinion the new logo and claim do not reflect well on Swiss as an airline. In fact, I think that the new logo, if adopted, would actually be a low point in the history of Swiss graphic design.

    ABB’s claim of “Power and productivity for a better world.” makes sense. Deutsche Bank’s claim of “Passion to Perform” has great meaning. Nestle’s claim of “Good Food, Good Life” is excellent. Holcim’s claim is “Strength. Performance. Passion” Lufthansa’s claim is “There’s no better way to fly.” The new Swiss claim is “Our sign is a promise.”? Unglaublich.

    What exactly does this Swiss claim mean? It doesn’t seem to make sense to me especially when this new logo (sign) looks rather ugly and inconspicuous. It certainly doesn’t reflect Swiss’ reputation/aspiration for hospitality, high standards for excellence in service, and innovation. If the company really wanted to use a claim with the logo, I think a more appropriate claim for Swiss would be something like “Fluent in excellence and quality.”

    Please give serious consideration to successfully cultivating the Swiss brand and preserve the cube logo!


  • Why did you choose a claim like “Our sign is a promise”? Aren’t you afraid you will break that promise every time something goes wrong with a flight (like a delay for instance)?

    Also, why have a claim? Innovative and successful companies (like Apple, for instance) got rid of the “claim” already years ago, and their brand name is all they need to be recognized. Don’t you think Swiss can also do without such a claim?


  • Did you do a preliminary test of the new logo with some customers? The reactions online (Facebook) and on the media (newspapers, blogs) are overwhelmingly negative: did you expect that?


  • If one of your values is “We do things properly or we don’t do them at all”, why is that in the presentation of the new brand (http://oursocialmedia.com/wp-content/uploads/2011/08/Presentation.pdf) the claim next to the logo is “A sign of difference” (on p. 3, in the example of the advertisement on the bottom of the page), but it’s changed to “Our sign is a promise” in the rest of the text and in the official press release?

    It seems like: 1) not such a proper presentation work; 2) the claim was changed in the very last hour/day when the presentation was already prepared. I wonder thus how much thinking went into that, and if it’s a properly done thing.

    Can you explain why there are two versions of the claim?

    Many people also question if “Our sign is a promise” makes actual sense in English: while “A sign of difference” is correct English, “Our sign is a promise” will raise many eyebrows from native English speakers. How do you respond to that?


  • Who is the designer(company) of the hideous and non-descript new logo? The cube now is timeless, classy, sharp and unique in the industry! Do you think the new logo will ever be worth its money?


  • Wie kommen Sie dazu, ein bestens eingeführtes und qualitativ hochstehendes, weltweit hoch gelobtes Erscheinungsbild ohne jegliche Notwendigkeit nach nur 10 Jahren durch dieses grässliche Billig- bzw. Ferien-Airline-CI zu ersetzen? Sollte Ihnen nicht ausgerechnet Ihr Mutterhaus Vorbild sein? Lufthansa hat seit Jahrzehnten ein praktisch unverändertes Erscheinungsbild, und was leitet man daraus ab? KONTINUITÄT UND QUALITÄT! Das wollen Sie doch mit Swiss auch, nicht? Also bitte kehren Sie um, solange Sie noch können. Mit diesem neuen Logo und dem Idiotenenglisch-Claim erreichen Sie das Gegenteil einer “Schärfung” der Marke Swiss. Sie werden in die Corporate-Identity-Geschichte eingehen, aber im Kapitel “Sündenfälle”.


  • I would like to accompany my predecessor. I also liked the old logo much better and from what I’ve heard everybody else does, too.

    But I have another question: Swiss is located in Zurich, a location with high salaries, high fees for the airport and for flightcontrol, very high prices for cerosine and so on… So why does Swiss earn money whereas all the other companies in the “Lufthansa familiy” (Austrian Airlines, bmi, Germanwings and even Lufthansa) aren’t that successful? I understand that Switzerland is quite a big “premium market” but that isn’t the only reason right? So what are the other reasons? And why, if you are conscious about your advantages over other airlines, aren’t the other “familymembers” able to profit by your knowledge?

    Thank you very much for asking us. I’m excited to read your answers.



  • First off I want to say thanks for engaging with your loyal customers.

    My question is about the new logo. Why did Swiss feel the need to change the logo? The cube logo was clean, crisp and modern. It is a perfect reflection of the image Swiss aspires to. The proposed logo very much looks like a child’s version of an airline logo.

    Further in design terms the logo is shown on square surfaces (airport screens, AVOD screens, websites, print, even the engines when seen from afar), the cube fits perfectly and neat on those, the tail fin logo doesn’t.

    The cube was very much a reflection of the “new” Swiss, a classic and stylish design, praised internationally. The cube even became a home accessory (I admit to owning one).

    Is Swiss willing to reconsider its branding decision thus avoiding its own “New Coke” moment?