The leading telecoms operator in Switzerland decided to rebrand, to unify its multiple businesses under one single brand. Swisscom briefed Moving Brands to create a distinctly Swiss and instantly recognisable identity. The consultancy approached the brief by developing a brand mark that is a constantly moving life form, with revolving planes pivoting around a fixed axis - the axis symbolising Swisscom's strong heritage as a trusted national operator, and the revolving mechanism demonstrating to customers the operator's multi-sensorial offering. The wordmark was designed in collaboration with typographer Dalton Maag.