Branding Liechtenstein
Travel Blog • Jim Benning • 09.20.04 | 11:21 PM ET
Poor Liechtenstein, the tiny country sandwiched between Switzerland and Austria. She is so often ignored, so little understood. But now Liechtenstein is fighting back, a la McDonald’s, with a branding campaign to change her image. International branding firm Wolff Olins has come up with a new logo featuring a “democratic crown,” according to the Los Angeles Times. And there’s more to come. “[Wolff Olins official Henning] Rabe is not specific about what might follow,” the article states. “But he speaks admiringly of how Switzerland, also a small country albeit much bigger than Liechtenstein, has developed an instantly recognizable identity thanks to its distinctive flag, reproduced on a wide range of items, even penknives and pocketbooks.”
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Jim Benning is the editor and co-founder of World Hum.
