Lugano Region
Lugano Region
Lugano Region
Lugano Region
Lugano Region
Lugano Region
Lugano Region
Lugano Region
Lugano Region
Lugano Region
Lugano Region
Lugano Region
Lugano Region
Lugano Region
2019

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Lugano Region

Region branding

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.

Client / Manufacturer

Ente Turistico del Luganese

Lugano, CH
Designer
Caselli Strategic Design

Caselli Strategic Design

Mendrisio, CH
Date of Launch
2018
Development Time
13 - 24 months
Target Regions
Asia, Europe, North America
Target Groups
Consumer / User

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