Swarovski Updates Its 32-Year-Old Iconic Swan Logo

After 32 years, the iconic crystal brand Swarovski has updated its Swan logo. The Austrian company contracted General Idea — the same New York-based agency that’s worked with Louis Vuitton, Moncler, and Coach, to name a few — to update its branding identity.

Now under the helm of Giovanna Engelbert as the Creative Director, this new update invites the public to “ignite” their dreams. Gone are the gradient wings of the Swan and now in place is a logo that’s inspired by organic lines of historic Austrian design and the ever-forward momentum of the brand. The Swan turns its head upwards and is poised to take flight.

This new brand identity will begin to roll out across all of Swarovski’s social channels and all touch-points, with an official release of a full film on March 19.

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