The Austrian jewelry brand will change its corporate identity and redesign its stores.
The Swarovski brand, known for its crystal jewelry, has announced a massive change in corporate identity. The most important change was the renewal of the logo, recognizable all over the world. Now the Swarovski swan will be turned to the right, this change is intended to emphasize that the look of the brand symbol is directed to the future and it is ready to take off at any moment. The outlines of the bird have changed somewhat, becoming smoother, and its neck has also been slightly lengthened.
Now the swan is placed in an octagon, which is shaped like a faceted crystal. According to the company: “Our revived swan Swarovski appears inside the crystal octagon, symbolizing the art of our masters and the mythical power of new beginnings."
But the logo update was only part of the brand's visual renaissance. For Swarovski, a concept was chosen, dubbed Wonderlab (which can be translated as "Wonder Lab"). She is described as "a joyful universe that invites you to ignite your dreams".
As part of the implementation of the Wonderlab concept, Swarovski is also introducing a new idea for its physical stores. A bright, sensual and sparkling image of the stores, embodying the fabulous splendor of jewelry fantasy, will be called Instant Wonder (“Instant Miracle”) and will be embodied in 30 brand outlets in different countries. The concept, developed in partnership with the French company Villa Eugenie, will include live and digital installations using metal and a variety of innovative materials. The first of these locations will open in Milan in February.