With a rich history in crystal cutting, manufacturing and sales, Swarovski is moving ahead with its next chapter — a vision that celebrates crystal in all its forms. This includes a new identity by General Idea, based in New York, an agency which has executed branding campaigns for the likes of Louis Vuitton, Moncler, Stuart Weitzman and Coach. At the center of the identity is a re-envisioned logo that breathes new life into the firm’s iconic Swan symbol.
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Inspired by organic lines of historic Austrian design and forward momentum, the Swan logo turns its head upwards, poised to take flight, a nod to both past and future. The brand identity is being revealed across all Swarovski touch-points including packaging, print, retail and digital. The new Swarovski is led by recently appointed Creative Director, Giovanna Engelbert; General Idea Co-Founder and Managing Partner is Tanner Graham. Engelbert describes the logo as capturing “the beauty of nature and the power of eternal love. Our reborn Swarovski Swan appears inside a crystal octagon, symbolizing the master craftsmanship of our artisans and the mythical power of new beginnings…”
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The refreshed identity helps set the tone for Engelbert’s new “Wonderlab” collection and a planned 30 new “Instant Wonder” brick-and-mortar stores, part of a strategic pivot for the 126 year old firm that has resulted in layoffs and a reconsidered product line. Engelbert describes Wonderlab as a place “where science and magic meet, where extra and elegance collide, it is a feeling of wonder that everyone should experience as we invite them into our new world at Swarovski.” A campaign released as part of the launch includes portraits of a diverse cast of talent across age, gender and race in images shot by Mikael Jansson as well as a provocative film shot by Director Terence Neale, featuring models such as Adwoa Aboah, Gwendoline Christie and Isla Johnston.
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