Trademark
With the magical ring of "St. Moritz - TOP OF THE WORLD" and the significance of this trademark, the name conveys security, quality, consistency in service, trust, reliability, tradition, expertise and authenticity.
When the St. Moritz Tourist Board protected the St. Moritz resort name and had it registered as a trademark in 1987, the tourist industry reacted with incomprehension and head-shaking. It was an authentic innovation, hailed as a pioneering act on the front page of the Wall Street Journal and by other leading business media throughout the whole world. Today, the term “trademark” is also recognized in tourism and included in the basic ABC of vocational college training programmes.
The St. Moritz trademarks of sun and script logo have served to identify the world’s best-known winter holiday destination for more than 80 years. In 1930, they replaced the then Alpine hare symbol and today are the oldest touristic trademarks still in use. Four variations of the sun were protected as early as 1937, the script logo in 1986 – as the world’s first place name which could be registered as such.
1987: new positioning slogan
In 1987, the heraldic St. Moritz, the yellow and blue "holiday colours" and the positioning slogan "Top of the World", which were designed by the International Management Group IMG (USA) were added to the sun and script logo.
2010: new brand strategy
In conjunction with the new brand strategy, the St. Moritz logo was revitalized in June 2010. The famous sun of St. Moritz is now more prominent. And to reinforce the unity of the name, sun and claim, the dividing line under the name has disappeared. The word mark is elegant in its new dark blue lettering.
The long-term and consistent marketing strategy is one key reason why today St. Moritz is the world’s most famous mountain holiday resort. Its trademark and solid image are among the strongest in the tourism industry. St. Moritz itself has become a mecca for prestigious international brands. Chic boutiques and stores bearing the names of the leading fashion houses are found in a conveniently compact area in the centre of the resort.
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