New Swissair to be called ‘Swiss’

Switzerland’s revamped national airline will be known simply as Swiss. Unveiling the corporate image for the new company, managers said the new name reflected the “typical Swiss characteristics of quality”. The company’s new logo and corporate image (pictured) feature the red and white of the Swiss flag, and its official name will be Swiss Air Lines Ltd, though Swiss will be its trademark name.

The company says that in the coming months it has three key targets to achieve: to build Swiss Air Lines into a profitable, sustainable business, to draw the best brand attributes from both Crossair and Swissair in order to position the new airline in the marketplace, and to create a new corporate culture that will be a driving force behind the airline’s success.

In a ‘note from the ceo’ on the new ‘Swiss’ website, Mr André Dosé, Chief Executive Officer of Swiss, said: “The formation of Switzerland’s new airline has come about through an unprecedented co-operation by the Bundesrat, the cantons, industry, banks, private investors and the Swiss people themselves. Within four months, a total of 2.7 billion Swiss francs was raised to found a new airline. Not an easy task, but the good will and spirit shown by all parties involved demonstrated how important a national airline was to the nation and that a global flag carrier of scale was an essential instrument to maintain Switzerland’s outstanding international reputation.

Our new Swiss airline will clearly reflect our national heritage, incorporating Swiss values such as quality, caring and efficiency into every aspect of its operations. Operating under the brand name ‘Swiss’, it is no coincidence that many of the values the world considers to be particularly Swiss are also the qualities needed to run a great airline. These values have brought Switzerland prosperity and worldwide respect, and will do the same for our airline.

As for the specifics, the Swiss global route network will provide connections to both established and emerging business and cultural destinations around the world. At the same time, it is our intention to position ourselves as innovators across all aspects of our business, be it e-travel, in-flight entertainment, lounge programmes or security initiatives. The company’s name will officially be changed to Swiss Air Lines Ltd. with the introduction of the 2002 winter timetable. We are committed to becoming the best airline in the world and look forward to your support and input to help make this happen.”

The new airline will formally take off on 31 March, with the start of the summer timetable.

For more information, see the new ‘Swiss’ website www.fly-swiss.com.