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Lugano Region / Region branding

Lugano Region
Lugano Region

Discipline: Communication

Lugano Region
Lugano Region
Lugano Region
Lugano Region
Lugano Region

Discipline: Communication

The Lugano Region, situated in the very south of Switzerland, wanted to update its branding. The area is a very atypical destination in Switzerland, boasting palm trees, olive oil, Mediterranean cuisine and weather, but all in the safe, quiet, efficient environment of Switzerland. The new branding sent the message that Lugano is "differently Swiss." As visual symbol of this theme, the Swiss flag's famous white cross was transformed into the letter "L" for Lugano. Designers also created a wide range of fonts for the letter "L" to represent the variety of activities offered by the region, each font in a unique style that matches the corresponding activity category.

  • DATE OF LAUNCH 2018

  • DEVELOPMENT TIME 13 - 24 months

  • TARGET REGIONS Asia, Europe, North America

  • TARGET GROUPS Consumer / User

Client / Manufacturer

Ente Turistico del Luganese

Ente Turistico del Luganese
Lugano, Switzerland

Design

Caselli Strategic Design

Caselli Strategic Design
Mendrisio, Switzerland

Fabio Caselli

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