Redesign for Avenir Suisse
We translate Avenir Suisse’s new strategic direction into a contemporary brand identity. Dialogue is at its heart: a distinctive visual system, accessible ways into the content and an idea-driven visual language bring the work of Switzerland’s leading think tank to life. The colon becomes a symbol of dialogue.
Avenir Suisse informs decision-making, shapes public debate and connects people from business, politics and civil society. Building on its revised strategy, Scholtysik has developed a new visual identity for the liberal think tank. It combines rigorous analysis with an open, accessible approach to communication that encourages dialogue on equal terms.
A symbol of dialogue
The colon in Avenir Suisse’s logo takes on a new role: As a design element in its own right, it raises questions, sparks new ideas and invites discussion. It gives visual expression to a core principle of Avenir Suisse: taking well-founded positions, bringing together different perspectives and fostering open debate.
We want to make a difference. To do that, we need to reach people, make them think and start conversations. Scholtysik has captured this ambition in our new brand identity. It communicates our positions clearly while inviting open dialogue.
Jürg Müller, Director of Avenir Suisse
Clarity with a distinctive character
Red, white and black define the new visual identity. "Liber", a typeface specially adapted for Avenir Suisse, combines Swiss typographic tradition with a contemporary design language, giving the brand a distinctive voice. An extended colour palette and clear guidelines for data visualisation make complex information easier to grasp, while concise editorial introductions provide easy access to the content.
Images that spark new thinking
The visual language puts ideas before decoration. Images offer unexpected perspectives, often revealing their wit when paired with a headline. Where they add no conceptual value, they are deliberately left out. The design system provides a clear framework while leaving room for different points of view.
Avenir Suisse's new visual identity has been live on its website since 19 October. Scholtysik developed the look and feel, while the website was developed by the web agency Sergeant. Further elements and applications of the new brand identity will be rolled out over the coming weeks.