Swarovski reveals new logo & brand identity


The new identity sees a graceful swan set to take flight in a brave new world

March 1, 2021: With a rich 126 year old history in innovation and crystal cutting, Swarovski has redesigned its brand identity to charge ahead with its next chapter—a bold vision that celebrates crystal in all its forms. The new Swarovski debuts under the helm of Creative Director, Giovanna Engelbert, with a joyful universe that invites you to ‘ignite your dreams.’

Swarovski new brand logo

A long-standing beacon of the brand’s self-expression, the Swarovski Swan is reimagined through the filter of the Wonderlab, Ms. Engelbert’s imaginary crystal world. In her own words, “The Wonderlab is 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.”

The new Swarovski Swan turns to face the brand’s new direction head on, poised to take flight. Evolving from its most recent iteration, it takes on a streamlined form – with an elongated neck and positioning crafted to reinforce the brand’s ever-forward momentum.

The finishing touch of Swarovski’s new brand icon comes in the form of a candylike octagon wrapping. Representing rebirth, the octagon is an immediate nod to a faceted crystal, evoking the unrivalled craftsmanship of Swarovski’s master cutters.

The Swarovski Wonderlab comes alive with the unveiling of 28 Instant Wonder stores in key global markets. Beginning with Milan’s Galleria (which opened on February 23, 2021), a further 27 store openings will follow across North America, Europe and APAC—including new locations in Paris and New York.

Designed to reflect the brand’s upcoming campaign and new visual identity, guests will be welcomed into a sensorial retail space enhanced by vibrant colors and textures, metallic sculptures, and innovative materials that work together to encourage exploration and self-expression. Swarovski’s Instant Wonder stores realize joyful wonder, a candy-like dreamscape filled with the full spectrum of crystal lifestyle pieces—loose components, jewelry, watches, figurines and accessories— and furnished with a captivating backdrop of Swarovski’s octagonal logo silhouette, created from the new packaging.

Swarovski’s Instant Wonder store unveilings will be supported by both live and digital activations, including virtual tours, sneak previews of collection pieces and lifestyle content to further immerse and engage customers. Designed in partnership with Paris-based Villa Eugenie, these stores will create an emotive stirring of magic for customers.

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