08 Jul. 2024 · News | Culture
Christian Knips

The new Kleinwalsertal logo

The story behind the new corporate design: Kleinwalsertal proudly presents its brand new logo and corporate design as part of its new tourism strategy.  Time does not stand still, and so Kleinwalsertal and its corporate design are constantly evolving.

We humans love good stories because they evoke emotions, create memories and help us to make connections. A well-told story always stays in our minds and we keep telling it. It is even better when we experience the stories ourselves and immerse ourselves in them on site. Kleinwalsertal has its own unique story to tell. This is now also reflected in the new corporate design of Kleinwalsertal Tourismus eGen.

The previous logo has accompanied Kleinwalsertal Tourismus eGen for more than two decades. A green rectangle, adorned with an edelweiss and the well-known Kleinwalsertal lettering. The logo has changed over time. First in black, later reduced to white.
As the edelweiss is a dominant symbol throughout the Alpine region, but does not originally appear in the Walser tradition, we asked ourselves the question: What unmistakably symbolises the Kleinwalsertal?

The answer literally forced itself upon us: The thing that makes Kleinwalsertal so special is the Ifen - the striking mountain in Kleinwalsertal with a strong character, which rises majestically over the valley at 2,230 metres.

A diverse landscape stretches from the Bregenzerwald, over the summit of the Ifen, to the Gottesackerwänden in neighbouring Allgäu. The geologically complex subsoil around this wonderful mountain explains the variety of shapes and supports an impressive flora. This area is home to almost two dozen protected habitat types, numerous bird species, rare butterflies, reptiles and amphibians, a specialised alpine fauna as well as bats and remarkable species of moss and lichen.

The Ifen is not only geologically and scenically significant, but also historically and culturally. It is closely linked to the stories and legends of the Walser people who once populated Kleinwalsertal.

The Ifen is known for its characteristic, flat and plateau-like summits. This unusual shape makes it easily recognisable and distinguishes it from other mountains in the area, and even worldwide. It was therefore clear to us that the Ifen should be anchored in the Kleinwalsertal logo.
Which emblem would be more fitting to tell the story of Kleinwalsertal in the future?

Our logo over the course of time

From left to right: Logo before 2002, logo from 2002, logo from 2012, logo from 2021, current logo

The new corporate design is more than just a visual design - it is a concept that is anchored in every aspect of the valley. 
"Identity comes from within, it can't be imposed," says our graphic designer Sonja Waiblinger aptly.
It was time for something new and authentic, something unique that springs directly from the spirit of the valley. Change can be a beautiful and liberating thing, because it broadens our horizons and allows us to rethink and experience the tried and tested.
The new green colour of the logo is closer to nature than the previous green. The framing rectangle has been removed, but remains visually intact thanks to the arrangement of the lettering. This permanent arrangement ensures that the logo is recognisable. The edelweiss is now replaced by a modern interpretation of the high Ifen. In the logo, it is represented in an abstract form by three stripes. These symbolise the unique structure of the Ifen, which visually points upwards in straight lines. At the same time, the three stripes also stand for the three altitudes of Kleinwalsertal between 1,100 and 2,500 metres.

What does the year 1302 in the logo mean?

Around the year 1300, Kleinwalsertal, which had previously been a hunting ground and only used temporarily, was reclaimed by farmers from Valais. These farmers had fled from Upper Valais in present-day Switzerland to the high valleys of Vorarlberg. The year 1302 marks this important historical event. On the south-west wall of the church in Mittelberg, this date commemorates the first settlement of the Breitachtal valley and the long history of its inhabitants and visitors.

The Walser enjoyed a certain degree of autonomy and self-government. Due to the remote location of Kleinwalsertal, they were able to preserve their own rules and traditions and developed a strong community, which can still be felt today.
The inscription "Since 1302" expresses stability and expertise. Kleinwalsertal can look back on a long development and a rich tradition as a host. Since the first settlement by Valais farmers in 1302, the valley has developed continuously. This history, spanning over seven centuries, is testament to consistency and the ability to adapt to the challenges of the times. Visitors to Kleinwalsertal experience not only the impressive nature and landscape, but also the warm hospitality that has been cultivated for centuries. This heritage makes Kleinwalsertal a unique and trustworthy holiday destination.

Together with TACTYC Studio, our CEO, Justina Rokita, has created an image film that makes the new logo vivid and tangible. This video uses computer-generated image (CGI) technology to combine reality with fiction and explain the new logo.