LogoWatch We're pretty disappointed to learn that Swisscom has disproved the theory that the Swiss are largely immune to rebranding madness, preferring to eschew the advances of the Strategy Boutique in favour of avoiding armed conflicts and counting other people's money.

Sadly, the company has evidently answered the hypnotic siren song of the whalesong CD, fired up the obligatory joss-sticks and brainstormed its way to a new logo.

The implied Swiss cross in the logo, the warmth of the red shade and the axis as the central starting point create a sense of closeness, combining and uniting our customers' different experiences. The dynamism of the logo shows that life is a moving force and full of surprises. Swisscom gets things moving, has its fingers on the pulse and is part of everyday life.

God preserve us all. For the record, Swisscom adds that "a brand with words and pictures with different Swisscom lettering and a moving element will appear that symbolises venturing into the new multimedia age".

Those of you with robust constitutions can find an entirely pointless but somewhat hypnotic animation of the "moving element" concept here. Enjoy. ®

Bootnote

Ever wondered what a Strategy Boutique brainstorm sounds like? Try this mp3.

Further shock cases of rebranding madness

• LogoWatch CSC cranks the whalesong up to 11 (6 June 2008)
• LogoWatch Oldham murders owl with whalesong (17 April 2008)
• LogoWatch Rebranding earthquake shakes seismic tech outfit (12 October 2007)
• LogoWatch 2012 Olympics logo debuts to whalesong (4 June 2007)
• LogoWatch DoubleClick redefines the rainbow paradigm (1 May 2007)
• LogoWatch Liverpool Victoria blows £2m to become LV= (22 March 2007)
• LogoWatch TomTom beats to the distant sound of whalesong (16 February 2007)
• LogoWatch Airline grounded by rebranding madness (6 November 2006)
• LogoWatch Virgin Galactic goes Starck raving bonkers (15 September 2006)
• LogoWatch NZ power company decimated by rebranding madness (5 September 2006)
• LogoWatch MasterCard succumbs to rebranding madness (6 July 2006)
• LogoWatch Defenceless China hit by rebranding madness (8 May 2006)
• LogoWatch Strategy Boutiques invade Japan (9 July 2004)
• LogoWatch Capgemini succumbs to rebranding madness (13 May 2004)
• LogoWatch Taiwan hit by sudden outbreak of rebranding madness (20 January 2004)
• LogoWatch Terrifying outbreak of rebranding madness in France (20 June 2003)
• LogoWatch Whalesong-driven rebranding madness spreads to Spain (18 June 2003)
• LogoWatch Rebranding kiss of death strikes Deloitte Consulting (7 April 2003)
• LogoWatch Deloitte Consulting fires up the whalesong and joss sticks (10 March 2003)
• Updated LogoWatch The future's bright – the future's purple (20 August 2001)
• LogoWatch MySQL swims with the dolphins (1 August 2001)
• LogoWatch Sema rebranding ends in tears (7 June 2001)
• LogoWatch Zarlink trumpets imperial pretentions (1 June 2001)
• LogoWatch With this ring, I thee sack (8 May 2001)
• LogoWatch VIA rises from eastern mountain (17 April 2001)
• LogoWatch Sema aflame with vital energy (12 March 2001)