Logo Histories

Logo Histories

Share this post

Logo Histories
Logo Histories
A simple solution to a complex problem

A simple solution to a complex problem

Karl Gerstner's 1978 logo for Swissair.

Richard Baird's avatar
Richard Baird
Nov 12, 2024
∙ Paid
30

Share this post

Logo Histories
Logo Histories
A simple solution to a complex problem
1
4
Share
Karl Gerstner's 1978 logo for Swissair.

This post is supported by LogoArchive – The home of historical logos. Discover over 4600 of history’s greatest designs from the world’s finest designers. Always find the logo inspiration you need for your next project. Start here.


When Swissair introduced its modernist corporate identity programme in 1953 it was seen as significant achievement. Through the pioneering work of Rudolf Bircher, the airline was able to clearly express itself as a modern, resolute and dynamic airline visually through a cohesive design system, consistently applied to aircraft, vehicles, ground equipment, offices and advertising.

However, by 1978, air travel had significantly changed. Airlines had upgraded their fleets for the jet age and falling fares saw commercial air travel take off. The airline management felt that, to meet these cultural and technological shifts, it was necessary to update the airline’s values and image.

In the process of modernising their fleet and ahead of their upcoming 50th anniversary in 1981, Swissair commissioned Swiss designer Karl Gerstner to develop a fresh new livery for its aircraft. Gerstner went all in, presenting Swissair with a completely new visual identity and logo design.

Be a better logo designer faster – LogoArchive

This post is for paid subscribers

Already a paid subscriber? Sign in
© 2025 Richard Baird Ltd
Privacy ∙ Terms ∙ Collection notice
Start writingGet the app
Substack is the home for great culture

Share