Why the brand new Toblerone emblem is not as controversial because it sounds By Daniel Piper printed 8 March 23 Information Making a Swiss mountain out of a molehill.

7 months ago 2 min read

Well-known emblem redesigns are assured to get the web riled up, however when that emblem belongs to a beloved chocolate model, put together for carnage (aka a couple of miffed tweets). The information that Toblerone is ready to vary its iconic mountain emblem has bought folks speaking this week, but it surely in all probability is not as massive a deal because it sounds.

With Toblerone’s manufacturing transferring from Switzerland to Slovakia, the model has introduced it will likely be eradicating the likeness of the Swiss Matterhorn mountain due to strict guidelines surrounding genuine “Swissness”. However are we actually going to overlook Toblerone’s roots? (Try the very best logos of all time when you’re in search of design inspiration.)

The present Toblerone emblem (Picture credit score: Toblerone)

Whereas Toblerone hasn’t but revealed the brand new design, it has introduced that its new packaging “introduces a modernised and streamlined mountain emblem that aligns with the geometric and triangular aesthetic.” The packaging may also be modified to learn: “Established in Switzerland,” reasonably than “of Switzerland.”

However as 99designs by Vista (opens in new tab) CEO Patrick Llewellyn tells Artistic Bloq, the model’s heritage is not all about Switzerland. “A triangle in a world of squares, Toblerone has grow to be an iconic, immediately recognisable international model: one which’s sturdy sufficient to face alone, no matter its Swissness,” he says. “Whereas it has undoubtedly benefited from the fiercely protected halo of Switzerland’s high-quality and genuine worth proposition, the very fact stays that Toblerone itself – established in 1908 – has the type of heritage that manufacturers all over the world would kill for.”

He additionally believes shoppers are unlikely to overlook in regards to the model’s Swiss provenance: “The dangers related to the change are low: after 114 years, Toblerone will stay symbolically Swiss within the minds of shoppers, even when the provenance of the product itself is a bit more worldwide.”

Certainly, Toblerone has been leaning away from nationwide iconography and extra in direction of its personal distinctive geometry recently. It is most up-to-date rebrand final 12 months (opens in new tab) led with the slogan “Be extra triangle,” and featured a barely tweaked wordmark.

Time will inform whether or not Toblerone is planning one other complete rebrand, or just a delicate replace to its mountain icon. The actual query, in fact, is whether or not the brand new emblem will nonetheless characteristic Toblerone’s mind-blowing design secret.

Learn extra: