Brand St. Moritz

Ever since 1930, the St. Moritz logo has represented the world’s most famous winter holiday destination. As the oldest tourism logo, it is still used today and is listed as a registered trademark.

When, in 1987, the Kur- und Verkehrsverein St. Moritz first announced it would register the town’s name and logo as trademarks, the news surprised and baffled industry experts. As soon as reports of this innovative strategy made headlines across the world, including on the front page of the Wall Street Journal among other leading financial publications, it was heralded as a pioneering move! Today the brand is widely recognised in the tourism industry and is a core topic in college curricula involving tourism.

A strong brand with substance

The consistent, long-term brand strategy is one of the main reasons for St. Moritz’s continued success and its recognition as the world’s best known mountain holiday destination. The St. Moritz brand and image are among the most powerful in the entire tourism industry. The logo: «St. Moritz – TOP OF THE WORLD» is magical! It also evokes quality, tradition, expertise and authenticity. St. Moritz itself has also become something of a mecca for other luxury brands from across the world, attracting some of the world’s most prestigious fashion houses to the boutiques and shops in the town centre.

The sun was already legally protected in 1937 in four variants, the lettering in 1986 - as the first place name in the world that could be registered as such.

The trademark St. Moritz sun logo replaced the previous snow bunny symbol in 1930 and is today the oldest tourism trademark still in use. Four versions of the sun image were granted legal protection as far back as 1937. In 1987, the "Top of the World” slogan, created by the International Management Group IMG (US) was added to the heraldic St. Moritz logo, with its sun and sky holiday colours of yellow and blue. The brand remained unchanged until 2010, when the logo was revamped as part of a new brand strategy. Retaining the signature colours and the famous St. Moritz sun, this bold and stunning design gleams with the elegant deep blue lettering of the slogan.

Information about the licence

Licensed products and licensees
The St. Moritz logo and slogan are protected and listed as registered trademarks. The brand is owned by the Kur- und Verkehrsverein St.Moritz, which issues licenses to local and international companies.

Licence enquiries and further information
St. Moritz Tourismus AG
Via Maistra 12
7500 St. Moritz
[email protected]

00.00.0000 00:00

The newest issue of St. Moritz – Views from the Top is available at the Tourist Office and online!Spring in St. Moritz – warm sunshine, birds chirping and slushy snow.Inspiration for Spring?