Swarovski’s New Branding Takes Flight

Posted inBranding & Identity Design
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Listen, I’m not sure where one goes to get nice crystal or glass, but if I see a swan on it, that’s probably the one I would buy. That’s not to sound reductive. I don’t know anything about crystal, but I am a sucker for a logo involving fowl.

Swarovski has one such swan as their logo, and the Austrian manufacturer has been producing crystal glass, jewelry, and accessories since the late 19th-century. Sure, that could mean a pretty fancy gravy boat, but they also make sculptures, chandeliers, and optical instruments for telescopes.

The storied brand has now unveiled its new branding and logo, a visual identity fit for the roaring 20s redux. Crafted alongside branding agency General Idea, the purveyor of all things fine needed to forge a new chapter in its 125-year history. They wanted to focus more on selling high-end jewelry and introduce their new creative director, Giovanna Englebert. Under her direction, they decided to re-envision every facet of the company, even the logo.

Swans mate for life, and they represent an idea that we have about eternal love (though to be fair, Michael Gira did break up his band, Swans, and I’m still livid I make it to that tour). But that same sentiment applies to how Swarovski feels about crystal. That logo is an essential part of the brand's heritage and plans for the future. That's precisely why they flipped the swan’s direction, and it's now moving forward with its head turning upward. The whole affair has a magical, glossy sheen to it.

“Widely recognized globally, the introduction of a new Swan represents the bright and bold future direction for Swarovski, further reflected in the elevation of product, stores, and communications,” says Ian Schatzberg, founder of General Idea.

But there’s also an elegance that seeps out into the rest of the brand and its visual assets. For the packaging, the swanky containers resemble iridescent jewels, with bold colors and a textured top starring the swan logo. That is no accident, as they wanted the worlds of science and magic to collide, resulting in a feeling of awe and wonder.

“The redesign draws from the brand’s heritage in Austria and embraces the organic lines and sense of shape often associated with early 20th-century Austrian design and avant-garde aesthetics, a period of brilliant creativity. While many contemporary luxury brands have moved their identities into a modernist visual language, embracing clean lines and sans serifs, the newly created Swarovski identity proudly acknowledges its heritage in excellence and craftsmanship as it takes flight into its future.”

General Idea’s branding and identity for Swarovski oozes luxury. And like most over-the-top wedding gifts, you’ll likely never remove one of these pieces from the box for fear of breaking it.