Posted by on 10/6/10 in 1950s, 1960s, 1970s, Branding, Design

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  1. SO NICE! Thanks for sharing.

  2. fabian says:

    great insight!

  3. Devan says:

    Pure gold.

  4. Ian Houghton says:

    1950s is nice, but I have to say I enjoy the 1980-2000 logo more – despite the generic typeface. I think it’s a matter of taste though, both logos are great. Designers in Switzerland have such a strong symbol to work with (+).

  5. […] on Facebook Behind the SwissAir Logo […]

  6. Tom says:

    Great post! Didn’t know the older ones – and this post makes me think of the times late 50, early 60 as the period of design I like most – especially when I think of airlines (Lufthansa’s airline design with the nice blue, the chrome… harrrrr)

    The experimental ones are also quite interesting – some look like a bomb to me (and one like the Hakenkreuz?)

  7. […] This post was mentioned on Twitter by Kenneth Grönwall, Mauricio Pinheiro and Per Sahlqvist, Mahésh Shrestha. Mahésh Shrestha said: Behind the #SwissAir logo […]

  8. Anything, everything Swiss is too gorgeous not to stare at.

  9. Matt says:

    This is a great study – thank you so much for sharing.

  10. thehalvo says:

    Great write up. Thanks!

  11. […] über “unsere” Swissair gefunden… Swissair Posters und einen Post über ihre Logoentwicklung. Great, […]

  12. Andreas says:

    […] It’s always interesting to see logos that weren’t used because they’re often really interesting […]

    One of those versions was created by Karl Gerstner. You can find it in his book “Review of 5 x 10 Years of Graphic Design etc.”

  13. this is brilliant ! what a fascinating and aesthetic post, really love it. so glad swissmiss shared it on her site. i am now totally obsessed with the swissair fan site too. ;) i live in zürich and love swiss vintage posters and design. i was actually at an exhibit not too long ago on just that theme, and there were a bunch of swissair posters too. very cool. thanks for putting this together !

  14. […] this low-down on the branding history of swissair… particularly the retro style and typography of […]

  15. Awesome to see! Thanks for sharing :)

  16. […] the fantastic post over on Wanken. Giving an overview on how the Swissair logo has developed over […]

  17. […] just couldn’t resist reposting this absolutely stunning overview about the Swissair logo and the history of its development. […]

  18. […] • I really enjoyed this little overview about the evolution of the Swissair Logo. […]

  19. […] Behind the SwissAir Logo […]

  20. […] WANKEN – The blog of Shelby White » Behind the SwissAir Logo. […]

  21. MAX says:

    Great post ! Linked on my blog :) Thx!

  22. […] October 19, 2010 via […]

  23. tobias b köhler says:

    Note that the 1950s lettering is very close to what the Swiss Railways (SBB CFF FFS) used from the 1950s to the 1980s (a more elongated version of the letters can still be found on many locomotives today). So there was a visual consistency even across different modes of transport: Swissair, like Swiss rail, is practical, punctual, reliable transportation.

  24. andy. says:

    I’ve been trying to figure out the typeface introduced in the 50’s for quite some time. Is it an actual typeface? Or was it created just for the logotype?

  25. Shelby White says:

    I had a brief discussion about the typeface used (if it was one ) and I came to this conclusion…

    Handel Gothic does look similar, but based on the year that Linotype claims it was designed, I don’t think the Swissair logo used it.

    I believe that it was created specifically as a logotype and then eventually transformed into a typeface later on.

    Karl Gerstner designed this version.

    Wink Media designed the most current version.

  26. […] of Wanken, let's take a quick trip down memory lane to see how Swissair branding has evolved over time, […]

  27. elliot says:

    Dam I like swiss design, thats a great run down of its history, thanks for the post.

  28. […] this cool run down of how the Swiss Air logo came about over at the Shelby Whites Blog. Swiss graphic design is […]

  29. Its interesting how the logo from the 50s (which you like) looks alot more modern and futuristic than the one from the 80s. If anything the 80s one feels more dated to me than the 50s. Nice post.

  30. […] something for the design jerks […]

  31. Shelby White says:


    Good point. A lot of the mid-century design that I’ve ever come across has had that “uber-futuristic” feel to it. It’s something that we really don’t see nowadays, or haven’t seen since.

  32. […] from: WANKEN – The blog of Shelby White » Behind the SwissAir Logo […]

  33. les says:

    great compilation, thanks

  34. […] WANKEN – The Blog of Shelby White » Behind the SwissAir Logo – meant to share this a while ago, thanks to Stephen for the heads up […]

  35. krause says:

    Experimental logos, top row, middle….call me crazy but it looks like an abstract swastika. I can see why that one didn’t make it.

    cool stuff

  36. Shelby White says:

    @Krause, you’re entirely right. That is what I saw when first looking at it. The time period these were created explains somewhat of why we’re seeing that similarity.

  37. […] On the count of three lets say awesome together. I’ve longed for this shirt for nearly a month now and I’m sure you can realize why after reading this post. […]

  38. […] great write up by Shelby White on the evolution of the Swissair logo starting in 1931, up until the company […]

  39. Dan Pacey says:

    You can see why they dropped the signet, it really began to feel more like a cruise missile than an aircraft. It could have been reworked i’m sure, but I actually prefer the final logo evolution. Perhaps they could’ve met half way. (via AisleOne)

  40. […] evolution of the Swissair logo The evolution of the Swissair logo […]

  41. Sacha says:

    My own feelings did not respond quite so favourably to the 1950s redesign. I found myself immediately reminded of the V-1 flying bomb, first of cruise missiles, and the war graffiti drawn on bombs and shells. (SWISSAIR replacing “Up Yours, Adolf” ;) Just look at the top-right poster and tell me that doesn’t look like a payload delivery or a murder of doodlebug-like devices aimed for London. These works – and some of the experimental ones – feel surprisingly militaristic to me for a country supposedly neutral.
    Of course, these are just my feelings looking back from the 22nd century – it may well have been intended and perceived as bold & futuristic at the time.

    I think my vote must go to the final period in Swissair history. Although I can see the appeal in (the use of) the old logotype (60–70s), I feel the new logo, being friendlier & more inviting, says “people” more than the old type, which would suit cargo better. And is there anything that says Swiss more clearly than a white Greek cross on red background?
    Great post. Cheers!

    >>FYI: While Swissair may have ceased operations in 2002, I understand it was reborn as SWISS (International Air Lines). Re-branding was inevitable and looks a bit more serious again. Perhaps an idea for a follow-up article?

  42. […] interesting post about the Swissair logo. Do yourself a favor and check it out: Fine grain from Wanken […]

  43. […] This post was mentioned on Twitter by Adam Lord and Derek Boateng, Gosia Majcher. Gosia Majcher said: evolution of swissair: […]

  44. […] Behing the SwissAir logo […]

  45. […] WANKEN window.fbAsyncInit = function() { FB.init({appId: "148868785155382", status: true, cookie: true, […]

  46. […] here. Filed under: Uncategorized No Comments blog comments powered by Disqus […]

  47. […] A great write up by Shelby White on the evolution of the Swissair logo starting in 1931, up until the company ceased operations in 2002. Share 25 jul This entry was posted by Mathieu,on 25 juli 2011 at 10:00,tagged branding, graphic design, identity, logo. Older: Vintage Beer cans I found this excellent Flickr set of vintage beer cans. I’ve never seen that odd can shape, looks like motor oil. Love it. There are also … […]

  48. […] of stencils I made with the influence of Swiss design. The second is influenced greatly by the Swissair typeface and […]

  49. […] from the handy PDF, designed by Turner Duckworth, and then threw in a couple of images from the 1980′s Swiss Airlines branding guidelines for good measure. I don’t know, why not. February 10 / 2012 Author […]

  50. Yael says:

    Love it! Need to do a post on these unbelievable logos
    Thank you for that

  51. […] Originally Posted by TRAVELSIG You mean like the old and new Swiss logos? I've only flown Swiss once or twice, and that was back in the 90's so I had to do a little research, but you are correct, Swiss had some great logos in the past. I found a nice write-up on this blog. […]

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