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Here’s a brief history of the Swissair logo for aviation fans

Hopscotch Airline Swissair Plane

It is probably no coincidence that Swissair has decided to emerge from the grave right around Halloween this year.

I was shocked to read that the brand name, not to be confused with Swiss Air Lines, is once again taking to the skies.

I was equally shocked when I noticed the "rebranded" (big word) Swissair logo, decorating the tail of a Hopscotch Air plane. Quite frankly, it looks like an office admin used MS Word to "create" a new logo, which will now be used for the next three years by this private US airline.

According to a Swiss Air representative, such an agreement allows for better protection of the brand name... Looking at the horrendous new logo, however, makes me question this statement.

Now, take a visual stroll and soak in the history of the Swissair logo:

Courtesy of the Wanken Blog, let's take a quick trip down memory lane to see how Swissair branding has evolved over time, culminating in the 2010 Hopscotch Air version.

1930's: Early Swissair Logo

Swissair Posters and Logos - Early Swissair Logos(Logo collection copyright

1940's: Classic Swissair Logo

Swissair Posters and Logos - 1940s Swissair Logos(Logo collection copyright

1950's: Dynamic Swissair Logo

(Logo collection copyright

1960's - 70's: Typeface Swissair Logo

Swissair Posters and Logos - 1960s Swissair Logo(Logo collection copyright

1980 - 2000: Final Swissair Logo

Swissair Posters and Logos - 1980s Swissair Logo

2010: Hopscotch Air Logo

Swissair Logo Hopscotch Air

What's your take on this? Should a brand name be franchised even if it results in the actual destruction of the brand's legacy?

(All images copyright

Dimitri Burkhard

As the founder, editor, and community manager of Newly Swissed, Dimitri owns the strategic vision. He is passionate about storytelling and is a member of Swiss Travel Communicators. Dimitri loves discovering new trends and covers architecture, design, start-ups and tourism.

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Dimitri Burkhard

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