The new identity is rooted in two essential elements that pay homage to Lausanne’s long-established traditions: the resurgence of the lion as a symbolic representation of the city. And a custom contemporary typeface, called “Lausanne,” serving as necessary reminder of its history.
We began by analyzing the city’s coat of arms, from which we drew a font with unusual proportions. The typeface features lowercase letters that are ⅔ the size of the capital letters. The result is a simple, warm, and coherent visual language supported by a typeface with distinct character.
Since the 1950s, Switzerland has been typographically synonymous with simple, rational, and legible fonts—like Helvetica or Univers. These fonts have become the symbol of modernity and timelessness. Rather than piggybacking on the success of these particular fonts, we decided to combine the bold use of the color red with a contemporary return to the inherent Swiss-style to give the municipality of Lausanne an intrepid voice.