Brand St. Moritz

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 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.