Swisscom Logo PNG
Swisscom: Brand overview
Swisscom, derived from Switzerland’s long-standing public telecommunications services, emerged in 1998 from the privatization and subsequent demerger of the former Swiss company PTT (Post, Telegraph, and Telephone). PTT has controlled the country’s telegraph and telephone services since the late 1800s.
The Swiss telegraph network, established as a state-owned enterprise in 1851, paved the way for a state-owned telephone network in 1877. However, it was not until 1997 that the government decided to privatize PTT, splitting it into two separate entities, Swisscom for telecommunications and Swiss Post for postal services.
The following year, Swisscom was officially established as a state-owned company and debuted on the stock market, with the Swiss government retaining a controlling stake (51%). In the early 2000s, Swisscom broadened its horizons by launching various telecommunications services, including mobile, broadband, and television within Switzerland.
In 2006, Swisscom acquired Italian broadband service provider Fastweb, an important step in the company’s overseas development. Three years later, the company embarked on a major initiative to expand its fiber-optic networks throughout Switzerland.
Today, Swisscom holds a leading position in the Swiss telecommunications market with a more than 60% share in the key mobile, broadband, and TV sectors. The company is also a pioneer in new technologies such as 5G, cloud computing, and the Internet of Things (IoT). Fastweb continues to be one of the leading broadband providers in Italy.
Swisscom has transformed itself from a component of a state monopoly to the largest telecommunications operator in Switzerland and has also made a name for itself abroad. Despite the public listing and expanding its business scope, the Swiss government still mainly owns the company.
Meaning and History
1850 – 1924
1924 – 1928
1928 – 1930
1930 – 1937
1937 – 1941
1941 – 1982
1982 – 1994
1993 – 1997
1997 – 2007
2007 – today
The Swisscom logo blends a graphic element with the brand name, creating a dynamic and recognizable visual. The name emphasizes the company’s Swiss roots through “Swiss” and highlights its connection to the telecommunications industry with “com.” This design harmoniously conveys both its national heritage and its technological expertise.
The graphic element is an abstract shape comprising two dynamic, colorful components: red and blue. These colors overlap and merge, forming complex gradients and smooth transitions. Red conveys energy and strength, while blue is associated with stability and reliability. The white shape at the center of the graphic element resembles the contours of an Alpine cross, emphasizing the brand’s connection to Switzerland. The dynamic form is created through curves that symbolize data flow, connectivity, or digital technologies.
The text is rendered in blue, reinforcing associations with reliability and professionalism. The font is lowercase, giving the visual mark a softer and more approachable appearance. All letters feature rounded lines except for the “w,” which retains a sense of precision and rigor.
The graphic element and text complement each other effectively. The emblem appears modern, dynamic, and concise, highlighting technological advancement and global orientation. The graphic’s smooth lines and intricate gradients underscore the company’s flexibility and innovation, while the blue and red colors strengthen its association with quality and Swiss reliability.
