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can be difficult to get right, but Zurich-based MADE Identity has come up with the goods in its rebranding of Switzerland Tourism. The national tourism marketing body is replacing its various dated logo variants with a 'one brand' approach and a versatile brand ecosystem that really pops.
Such games with symbols and text can sometimes feel a bit gimmicky, but in this case it doesn't feel forced or overstated. It's a simplicity that works thanks to the familiarity and positive associations of the Swiss flag. It certainly makes a much more immediate impact than the previous identity, which dates back to 1995.
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