New Branding for the St. Gallen Symposium

Right on time for the 50th Jubilee year, the St. Gallen Symposium presents itself with an exciting new positioning and look. The image is dominated by strong visual elements that can be optimally displayed digitally and in analog. The strapline “Where aspirations get inspired” focuses on the unique spirit and inter-generational dialogue fostered and encouraged at the Symposium. Parallel to this, the theme for the year is powerfully presented visually. The St. Gallen Symposium worked with the internationally known brand consultancy Interbrand to create an effective rebranding.

St. Gallen, September 16, 2019 – the 50th St. Gallen Symposium is ready to roll. Already in May 2020, leading figures from business, politics and science – along with exceptionally gifted students from around the world and other extraordinary young personalities and entrepreneurs – will meet for dialogue in St. Gallen.

“We are proud to have offered this unparalleled platform for overarching intergenerational dialogue for 50 years – here in Switzerland, in the knowledge center St. Gallen”, says Beat Ulrich. “With the rebranding, we emphasise and further refine the foundation of the Symposium as a place where new ideas for today’s challenges in business and politics take shape. We have also met the demand that our image should be digitally designed and optimised in the future“.

Brand consulting by Interbrand

With Interbrand, we have won a strong, international partner for our rebranding. In a multi-step process, the market position, the strapline, and the visual identity were developed. “With the strapline ‘Where aspirations get inspired’, we come to the heart of what the St. Gallen Symposium is really about” explains Simon Thun, CEO of Interbrand Central & Eastern Europe. “The St. Gallen Symposium enables multi-disciplinary and overarching intergenerational encounters with inspirational and inquisitive minds of today. Through these new relationships and perspectives, the foundation for essential changes can be laid.

In addition to the new strapline, the visual image itself stands out. A concise lettering style, strong colors, and distinctive font are key elements of the branding. “Simultaneously, with the help of altered forms, the ‘Transformation Shape’, a new perspective on themes comes into focus that is characteristic of the St. Gallen Symposium.”, says Simon Thun.

Focus on the theme of the year

In the future, each year’s central theme should also be more concisely focused. “A new color will be chosen every year, that particularly accentuates and brings out the topic. Along with that, the key visual selected for the year’s theme should be very pointed and incisive, specifically meant to arouse discussion.”, says Simon Thun.

The new branding will be introduced on September 16, 2019.


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