The most obvious visual shorthand for any one country is its flag and yet, when it comes to the design of passports, very few countries leverage this asset opting instead to emblazon their monochrome passport covers with a much more elaborate gold or silver design. The Swiss however have taken a different approach. Staying true to the country’s brand identity, the Swiss passport leverages the design of the Swiss flag. The white equilateral cross on a red background is telegraphic in communicating at a glance the origin of the document and its owner. As is evidenced by the numerous brands showcased on this blog, the Swiss as a whole are extremely savvy integrated marketers. It is not surprising therefore that their passport would also be treated as a vehicle to showcase their meticulous image and brand management know-how to the world.
