swiss Logos and Brands

The adjective “Swiss” in brand names carries reputational weight, associated with reliability and premium quality. Swiss International Air Lines (the successor to Swissair), Swiss Re (reinsurance), Swiss Life, and Credit Suisse (acquired by UBS in 2023) use their national identity as a guarantee of quality. In the watch industry, the “Swiss Made” label is regulated by law and requires that at least 60% of the product’s value be produced in Switzerland. Lindt chocolate, Victorinox army knives, and banking secrecy (weakened by reforms in the 2010s) add to the mythology of “Swissness.” This section brings together brands whose names or labeling include the word “Swiss” and whose value propositions do as well.