Earlier this month Swiss International Airlines (aka SWISS) announced plans for a new identity and ad campaign. SWISS has been the main carrier in and out of Switzerland since 2002, serving 72 destinations in 39 countries with a fleet of 89 aircrafts. The popular, original cube style logo was created by Winkreative, however the new identity (rumoured to have been developed by Publicis and Nose) incorporates the shape of the airplane fin - similarly to the identity of Virgin Airlines and many more.
The identity has provoked much discussion and a Facebook group has even been created where users can sign up to 'Save the swiss cube'. The Chief Commercial Officer of SWISS, Holger Hatty, recently commented in an interview, 'While many of us have developed a strong affection for the present "cube" design, our new logo, which shows a SWISS tail-fin with its Swiss-cross emblem, is much more clearly aligned to our positioning as the airline of Switzerland.' Many critics argue that the identity is strong enough without the need to embellish the meaning with the fin.