Swarovski unveils new corporate identity

Austrian crystal maker Swarovski has unveiled a new corporate identity. The rebrand was launched under the leadership of Swarovski Creative Director Giovanna Engelbert in collaboration with New York-based agency General Idea.

Swarovski's crystal swan emblem has been reimagined through the "Wonderlab filter", a new concept for the brand.

The swan took on a more streamlined shape with an elongated neck and "turned to face the brand's new direction, ready to take off." Swarovski says the new logo reinforces the company's pride in its heritage, while adapting but "remaining true to the iconic emblem."

Robert Buchbauer, Swarovski CEO: "Swarovski is a company founded on innovation and reinvention. For 126 years, we have remained true to the brand's DNA while growing to meet the needs of an emerging world. We look forward to opening a new chapter in our history, one that that will mark us as representatives of the true crystal lifestyle."

Following the Swarovski rebrand, Wonderlab has also launched 28 Instant Wonder stores in key global markets, starting with the opening at the Milan Gallery on February 23, 2021. An additional 27 stores will open in North America, Europe and Asia Pacific. They are designed in partnership with the Parisian company Villa Eugenie and are designed to "create a sense of magic for buyers."