Swarovski Gives Its Branding An Enchanting New Identity Tying Science & Magic
Image courtesy of General Idea
Swarovski takes wing to new beginnings with a glistening brand identity that combines its love for design, science, imagination, and magic.
Keeping in faith with Creative Director Giovanna Engelbert’s vision to “ignite your dreams,” New York-based brand agency General Idea crystallizes Swarovski’s 125-year heritage and excellence while turning the gaze to a brighter future with a modernized logo and typographical treatments.
The iconic Swarovski swan continues to grace the logo but is now headed in an optimistic new direction. General Idea envisions the emblem as a reflective jewel with its head perched upwards, as if gaining momentum and preparing for flight. The swan’s silhouette embodies organic lines inspired by historic Austrain design. Its glimmer reinforces Swarovski’s crystal craftsmanship and the bird’s standing as a symbol of eternal love.
A whimsical update is the colorful and irregular custom typography mirroring crystals. Fresh visuals show the letters rotating to reveal new sparkles under different angles.
The New Swarovski brand brings the company’s inclusive WonderLab laboratory to the forefront; the vivid visual identity reflects its vision for individuality around the world. Showcasing the overhaul is a diverse cast traversing age, gender, and race boundaries, including Adwoa Aboah, Gwendoline Christie and Isla Johnston.
The glossy branding will appear across Swarovski’s packaging, retail and digital fronts, as well as all of its other touchpoints.
Image courtesy of General Idea
[via General Idea]
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