Swarovski “reborn” in new brand identity

Austrian jewellery retailer Swarovski has introduced its new brand identity and store concept, “a bold vision that celebrates crystal in all its forms”.

The new Swarovski logo illustrates the Swarovski Swan turns to face the brand’s new direction “head on, poised to take flight”. It was designed with a streamlined form, with an elongated neck and positioning used to “reinforce the brand’s ever-forward momentum”.

The icon is framed with a “candylike octagon wrapping”, representing rebirth.

Swarovski’s new identity was created under the helm of creative director Giovanna Englbert. The concept, Swarovski Wonderlab, is described as a “joyful universe that invites you to ignite your dreams”.

“The…