swarovski officially announced a brand-new brand vision, including graphics and text signs, and even packaging boxes. This is also an important step in the reform promoted by Giovanna Battaglia Engelbert after she became the company's first creative director last May.

The new logo retains the swan logo that has been on the Swarow Shi Qi logo since 1988. This time, the swan changed direction, and the lines were more concise and bright (as if the swan was also quite tall). At the same time, the outer frame is added, which is inspired by the octagon of crystal cutting. Crystal products are also the core business of Swarovski, a century-old shop.

This new logo

Comparison between the old and the new logo

The text logo has also been updated (the top is new and the bottom is old)

At the same time, the text logo "Swarovski" has also been updated, but the changes are small, and the serif font is retained, and the text is thinner, leaving more space at the top, maintaining the elegant temperament of. Graphic and text signs are also used in the new packaging box design. This time, the packaging box has various colors, but all of them are octagonal like graphic logo, and the swan logo appears in relief effect on the front of the packaging box.

new packaging design

this is the existing old packaging. The new packaging is indeed easier to identify

Swarovski's brand visual design comes from new york, which was also responsible for brands such as Montclair (including Montclair's genius planning), Louis Vuitton and Coach.

With the visual renewal of this brand, Swarow Shi Qi has also created a brand-new "instant miracle" in store design. According to Giovanna Battaglia Engelbert's plan, it is estimated that 3 new stores will be opened all over the world, mainly in the United States, Europe and Asia. The store design also takes octagon as the core element, and at the same time fully emphasizes luxury goods and brand-new customer experience.

generally speaking, swarovski's new LOGO still uses swan elements. But in design, the image of the swan, which was originally cold, has become more girlish and grounded. Is it that Swarovski wants to brand it? Going in the direction of younger and more affordable?