Airbus A350 der Swiss: \u00abDas Design kann auf den ersten Blick \u00fcberfordern\u00bb - 20 Minuten<\/title><meta name=\"title\" content=\"Airbus A350 der Swiss: \u00abDas Design kann auf den ersten Blick \u00fcberfordern\u00bb\"\/><meta name=\"description\" content=\"Die Sonderlackierung des neuen Airbusses A350 der Swiss sorgt f\u00fcr Wirbel. 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Die Meinungen gehen weit auseinander.\",\"articleBody\":\"Die Swiss hat den ersten von zehn neuen Airbussen A350 pr\u00e4sentiert. Das Flugzeug hat eine Sonderlackierung, die ikonische Orte in Bern, Basel, Genf, Locarno, Luzern, Montreux, St. Moritz, Wengen und Z\u00fcrich zeigt. Das Design ist laut Swiss \u00abeine fliegende Liebeserkl\u00e4rung an die Schweiz\u00bb. In der 20-Minuten-Community sorgen die Sujets f\u00fcr Wirbel, die Meinungen sind gespalten. Hier einige der breit gef\u00e4cherten \u00c4usserungen: \u00abIch finde die Idee gut, \u00fcber die Umsetzung kann man sich streiten.\u00bb (Roggy6o) \u00abHui, was f\u00fcr ein sch\u00f6nes Fl\u00fc\u00fcgerli.\u00bb (Durchseher) \u00abIch finde es cool.\u00bb (\u00d6lapal\u00f6ma88) \u00abWas wirklich drauf geh\u00f6rt, hat nichts mit Geschmack zu tun, sondern mit Fakten: Trauerflor f\u00fcr Umwelt und Natur.\u00bb (FootsDump) \u00abIhr k\u00f6nnt noch so viel Swissness drauflegen, Swiss bleibt trotzdem Lufthansa.\u00bb (UrsCH1960) \u00abAuch mit einer Sonderlackierung ist die Swiss leider keine reine Schweizer Fluglinie mehr.\u00bb (Floppy12) \u00abDas Design kann auf den ersten Blick \u00fcberfordern\u00bb Dana Sommerhalder, Mitgr\u00fcnderin der Agentur Sin Marketing, sagt auf Anfrage, dass das Design verschiedenen Trends folge und dem Puls der Zeit entspreche \u2013 abstrakte Retro-Designs seien angesagt. Der K\u00fcnstler fokussiere sich auf zeichnerische Elemente, die in sich oft minimalistisch, im Ganzen aber wie ein Wimmelbuch (maximalistisch) wirken. So k\u00f6nne das Design auf den ersten Blick \u00fcberfordernd wirken. Abstraktes Design statt Gesichter und Geschichten \u00abDas Design vermittelt sehr viele Elemente, die Menschen im In- und Ausland mit der Schweiz verbinden\u00bb, sagt Sommerhalder. Im Vergleich zu fr\u00fcheren Designs wie dem Peoples Plane (siehe Foto unten) fehle aber die Emotionalisierung: \u00abEin abstraktes Design ruft nie die gleiche Verbundenheit hervor wie Gesichter und Geschichten von realen Menschen.\u00bb \u00abDie Verbundenheit zur Marke leidet\u00bb Das f\u00fchre dazu, dass sich Menschen weniger mit einer Marke, einem Design oder einem Unternehmen identifizieren, wodurch diese weniger lange im Ged\u00e4chtnis bleiben \u2013 \u00abdie Verbundenheit zur Marke leidet\u00bb. Die abstrakten Symbole seien aber genau das, was sie von der Designwelt in der n\u00e4chsten Zeit erwarte, sagt Sommerhalder. Auch andere grosse Marken setzten zunehmend auf einfache, abstrakte Designs. Design muss zuerst wirken Das Design brauche Zeit, um zu wirken:\u00a0Ein Mensch k\u00f6nne unm\u00f6glich auf einen Blick alles wahrnehmen, was es zu sehen gebe. \u00abBringt eine grosse Marke ein neues Design auf den Markt, wird es immer Menschen geben, die sich nicht abgeholt f\u00fchlen oder denen das Design nicht gef\u00e4llt\u00bb, sagt Sommerhalder. Es seien aber bestimmt kreative K\u00f6pfe am Werk gewesen, die sich bestens mit dem Ziel und den Werten der Swiss auskennen. Aus diesem Blickwinkel betrachtet, passe das Design f\u00fcr die Swiss. Swiss hebt sich ab Auch Carole Ramuz, CEO der Agentur Brandsoul, \u00e4ussert sich: \u00abDie Frage nach gutem und schlechtem Design ist immer subjektiv.\u00bb Wichtig sei, dass das Design authentisch wirke und den gew\u00fcnschten Impact erziele. Die Geschichte der Liebeserkl\u00e4rung an die Schweiz passe gut zum Konzept. Bislang sei das Design von Swiss \u00absehr clean\u00bb\u00a0gewesen, mit klaren Linien und einfarbigen Elementen. Mit den neuen Sujets hebe sich Swiss ab und setze auf Farbe, das sei eine interessante Weiterentwicklung. Verstehen alle die Botschaft? \u00abDie Sujets unterst\u00fctzen die Geschichte, die Swiss erz\u00e4hlen m\u00f6chte\u00bb, sagt Ramuz. Sie seien aber sehr bunt und eher komplex. Es stelle sich die Frage, ob die Menschen wirklich alles verstehen. Als Schweizer k\u00f6nne man sich aber gut mit den Sujets identifizieren und auseinandersetzen. Gerade f\u00fcr Ausl\u00e4nder seien die Sujets wohl schwer verst\u00e4ndlich, da sie nur wenige Schweizer Symbole kennen, wie das Matterhorn, den Jet d\u2019eau in Genf und Wilhelm Tell. M\u00f6glicherweise richte sich die Kampagne eher an die Schweizer Kundschaft und nicht zwingend an ausl\u00e4ndische G\u00e4ste.\",\"image\":[],\"datePublished\":\"2025-03-06T20:31:55+01:00\",\"dateModified\":\"2025-03-06T20:31:55+01:00\",\"author\":[{\"@type\":\"Person\",\"name\":\"Marcel Urech\"}],\"video\":[],\"keywords\":\"\",\"hasPart\":[{\"@type\":\"Collection\",\"image\":[{\"@type\":\"ImageObject\",\"ContentUrl\":\"https:\/\/image.20min.ch\/2025\/03\/06\/4c515caf-1f95-4c20-ab0e-09786ab67e71.jpeg?auto=format%2Ccompress%2Cenhance&fit=max&w=1200&h=1200&rect=0%2C0%2C3840%2C2160&s=e5f74bc201271926235729815a8a0646\",\"caption\":\"Die 20-Minuten-Community ist geteilter Meinung: Einige finden dieses Design cool, andere gar nicht.\",\"creditText\":\"Swiss\"},{\"@type\":\"ImageObject\",\"ContentUrl\":\"https:\/\/image.20min.ch\/2025\/03\/06\/6fce1ab6-42e1-4e53-a64d-7f7d124c92f4.jpeg?auto=format%2Ccompress%2Cenhance&fit=max&w=1200&h=1200&rect=0%2C0%2C3840%2C2160&s=7500fa25ff9ee3c24c1132353a248789\",\"caption\":\"Im Vergleich zu fr\u00fcheren Designs der Swiss fehle die Emotionalisierung, sagt Dana Sommerhalder, Mitgr\u00fcnderin der Agentur Sin Marketing.\",\"creditText\":\"Swiss\"},{\"@type\":\"ImageObject\",\"ContentUrl\":\"https:\/\/image.20min.ch\/2025\/03\/06\/d8240d44-c40d-4c36-a65b-954385242ab1.jpeg?auto=format%2Ccompress%2Cenhance&fit=max&w=1200&h=1200&rect=0%2C0%2C4000%2C2667&s=e023dcdaa94a9b2b7e978923451e9083\",\"caption\":\"Ein abstraktes Design rufe nie die gleiche Verbundenheit hervor wie Gesichter und Geschichten von realen Menschen.\",\"creditText\":\"Swiss\"}]},{\"@type\":\"Collection\",\"image\":[{\"@type\":\"ImageObject\",\"ContentUrl\":\"https:\/\/image.20min.ch\/2025\/03\/06\/ae9db9ee-58ff-4eb3-9c6b-7e54d669692e.png?auto=format%2Ccompress%2Cenhance&fit=max&w=1200&h=1200&rect=0%2C0%2C213%2C149&s=214ec574b9123d913ad57ff1f308562a\",\"caption\":\"<strong>Basel<\/strong> ist Gastgeber einer der weltweit prestigetr\u00e4chtigsten und einflussreichsten Kunstmessen \u2013 der Art Basel. Auf der Sonderlackierung sind das Geb\u00e4ude der Messe Basel, der Tinguely-Brunnen und die Rheinf\u00e4hre abgebildet.\",\"creditText\":\"Swiss\"},{\"@type\":\"ImageObject\",\"ContentUrl\":\"https:\/\/image.20min.ch\/2025\/03\/06\/59d46f34-352a-4576-9c14-09e1d0b5e3a0.png?auto=format%2Ccompress%2Cenhance&fit=max&w=1200&h=1200&rect=0%2C0%2C213%2C146&s=af84b6433e35a95d6a37fd389460c4cd\",\"caption\":\"<strong>Bern<\/strong> hat eine Altstadt, die zum Unesco-Weltkulturerbe geh\u00f6rt. Die Arkaden erstrecken sich \u00fcber sechs Kilometer und bieten eine der l\u00e4ngsten gedeckten Einkaufsstrassen Europas. Die Sonderlackierung zeigt das Bundeshaus, den B\u00e4rengraben und die Tradition des \u00abAare-B\u00f6\u00f6tle\u00bb.\",\"creditText\":\"Swiss\"},{\"@type\":\"ImageObject\",\"ContentUrl\":\"https:\/\/image.20min.ch\/2025\/03\/06\/5af4fa0a-2e9d-4f99-970b-dd5b4afc51d2.png?auto=format%2Ccompress%2Cenhance&fit=max&w=1200&h=1200&rect=0%2C0%2C213%2C135&s=f0d9b3eb94a5a7cd23d01f38fbb7b57f\",\"caption\":\"<strong>Genf <\/strong>ist Sitz zahlreicher globaler Organisationen, darunter die UNO. Das Wahrzeichen der Stadt, der Jet d\u2019Eau, pr\u00e4gt das Panorama des Genfersees. Beide Bauwerke sind auf der Lackierung zu sehen.\",\"creditText\":\"Swiss\"}]}],\"articleSection\":\"Wirtschaft\"}<\/script><meta name=\"next-head-count\" content=\"26\"\/><link rel=\"preconnect\" href=\"https:\/\/api.20min.ch\"\/><link rel=\"dns-prefetch\" href=\"https:\/\/api.20min.ch\"\/><link rel=\"preconnect\" href=\"https:\/\/cdn.cookielaw.org\"\/><link rel=\"dns-prefetch\" href=\"https:\/\/cdn.cookielaw.org\"\/><link rel=\"preconnect\" href=\"https:\/\/ats.20min.ch\"\/><link rel=\"dns-prefetch\" href=\"https:\/\/ats.20min.ch\"\/><link rel=\"dns-prefetch\" href=\"https:\/\/beagle.prod.tda.link\"\/><link rel=\"dns-prefetch\" href=\"https:\/\/fundingchoicesmessages.google.com\"\/><script type=\"text\/javascript\">window.dataLayer = window.dataLayer || []; window.TATM = window.TATM || []; window.beagleQueue = window.beagleQueue || [];<\/script><script src=\"https:\/\/cdn.cookielaw.org\/scripttemplates\/otSDKStub.js\" data-domain-script=\"f1aeb90f-3d11-4baf-b163-9b7fc7e715cd\" 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class=\"sc-6821256f-0 bXwfqn sc-3584b39c-0 hDUYcV sc-c5c57201-0 eiBLnd sc-c5c57201-1 jipLa-d\"><div id=\"\/23178153471\/de-20minuten.ch\/inside-sticky\/wirtschaft\" data-ad-unit-id=\"\/23178153471\/de-20minuten.ch\/inside-sticky\/wirtschaft\" style=\"justify-content:center;align-items:center;text-align:center;display:flex;height:100%;background-color:transparent\"><\/div><\/aside><\/div><\/nav><\/div><div id=\"\/23178153471\/de-20minuten.ch\/outside-welcome\/wirtschaft\" data-ad-unit-id=\"\/23178153471\/de-20minuten.ch\/outside-welcome\/wirtschaft\" style=\"justify-content:center;align-items:center;text-align:center;display:flex;height:100%;background-color:transparent\"><\/div><div class=\"layout_layout__yR_n_ layout_contentType__8IYJ_\"><div class=\"layout_content__6MprE\"><section class=\"sc-46060ef-0 WIfmU sc-91f9da13-0 jFqVIG\"><div class=\"sc-46060ef-1 pIKlK\"><a href=\"\/\" class=\"sc-46060ef-2 sc-46060ef-4 gJkAGz eeHRbX\">Front<\/a><span class=\"sc-46060ef-5 iIeaQS\">|<\/span><a href=\"\/wirtschaft\" class=\"sc-46060ef-2 sc-46060ef-4 gJkAGz eeHRbX\">Wirtschaft<\/a><span class=\"sc-46060ef-5 iIeaQS\">|<\/span><\/div><h1 class=\"sc-46060ef-3 sc-46060ef-6 csIspw egCqAn\">Airbus A350 der Swiss: \u00abDas Design kann auf den ersten Blick \u00fcberfordern\u00bb<\/h1><\/section><div class=\"ContentPage_contentPage__YqKjN\"><div class=\"ContentPage_insideFullTopPlaceholder__g16GO\"><div id=\"\/23178153471\/de-20minuten.ch\/inside-full-top\/wirtschaft\" data-ad-unit-id=\"\/23178153471\/de-20minuten.ch\/inside-full-top\/wirtschaft\" style=\"justify-content:center;align-items:center;text-align:center;display:flex;height:100%;background-color:transparent\"><\/div><\/div><div class=\"ContentPage_outsideRight__P0Uvf\"><\/div><article class=\"Article_article__sV3bX Article_siteAreaNews__Frmfx\"><header class=\"Article_header__ckSlm\"><div class=\"Article_elementPublishdate__qcso_\"><div class=\"sc-d721210-0 glCzFI\"><span>Publiziert<\/span><time dateTime=\"2025-03-06T20:31:55+01:00\" class=\"sc-d721210-1 ldCIcW\">6. M\u00e4rz 2025, 20:31<\/time><\/div><\/div><div class=\"Article_elementTitle__9QPjy\"><h2><span>Airbus A350 der Swiss<span class=\"visually-hidden\" aria-hidden=\"true\" role=\"presentation\">: <\/span><\/span>\u00abDas Design kann auf den ersten Blick \u00fcberfordern\u00bb<\/h2><\/div><div class=\"Article_elementLead__N3pGr\"><p>Die Sonderlackierung des neuen Airbusses A350 der Swiss sorgt f\u00fcr Wirbel. Die Meinungen gehen weit auseinander.<\/p><\/div><div class=\"Article_elementAuthors__LsHcz\"><section class=\"sc-a49778d8-1 kNmdAC\"><div class=\"sc-a49778d8-0 cVViTd\"><div class=\"sc-3d7987c8-2 kbwEQu\"><div class=\"sc-b1f21c84-0 erNuh\"><a href=\"\/autoren\/84165759\/marcel-urech\" class=\"sc-b1f21c84-2 egfiIF\"><img alt=\"Marcel Urech\" src=\"https:\/\/media.20min.ch\/6\/image\/2024\/03\/10\/9d0551e3-5ad2-4eb2-81e2-1d3a72dd3a17.jpeg?auto=format%2Ccompress%2Cenhance&fit=crop&w=400&h=400&rect=0%2C0%2C404%2C404&crop=faces&s=dd090a2f49cd39277d8656438c5a6b83\" class=\"sc-b1f21c84-1 iTOvpR\"\/><\/a><\/div><div class=\"sc-3d7987c8-0 cWecBK\"><dt class=\"sc-3d7987c8-3 dvBbZq\">von<\/dt><div class=\"sc-3d7987c8-5 hogmkW\"><a href=\"\/autoren\/84165759\/marcel-urech\" class=\"sc-3d7987c8-8 fCLjyQ\"><dd class=\"sc-3d7987c8-4 kvzacp\">Marcel Urech<\/dd><\/a><\/div><\/div><\/div><\/div><\/section><\/div><\/header><section class=\"Article_body__60Liu\"><div class=\"Article_elementSlideshow__fbaGO\"><\/div><div class=\"Article_element__Tq_1s\"><div type=\"typeInfoboxSummary\" class=\"sc-92253cc8-0 kGbdVO undefined Default\" data-testid=\"InfoBox\"><div class=\"sc-92253cc8-1 sc-92253cc8-2 bGBSLI duFusH\"><h3>Swiss-Design: Darum gehts<\/h3><div class=\"sc-92253cc8-3 hknAoe\"><svg width=\"1em\" height=\"1em\" class=\"sc-b8528708-0 fFsCws\"><use href=\"\/_next\/static\/media\/sprite.d5961885.svg#boomerang\"><\/use><\/svg><\/div><\/div><div class=\"sc-92253cc8-1 sc-92253cc8-4 bGBSLI lcCaqX elementList\"><ul><li><p>Die Swiss nennt das Design \u00abeine fliegende Liebeserkl\u00e4rung an die Schweiz\u00bb.<\/p><\/li><li><p>\u00abIhr k\u00f6nnt noch so viel Swissness drauflegen, Swiss bleibt trotzdem Lufthansa\u00bb, urteilt ein User von 20 Minuten.<\/p><\/li><li><p>Eine Design-Expertin sagt, das Design sei abstrakt, so k\u00f6nne die Verbundenheit zur Marke leiden.<\/p><\/li><\/ul><\/div><\/div><\/div><div class=\"Article_elementTextblockarray__WNyan\"><p>Die Swiss hat den ersten von zehn neuen Airbussen A350 pr\u00e4sentiert. Das Flugzeug hat eine Sonderlackierung, die ikonische Orte in Bern, Basel, Genf, Locarno, Luzern, Montreux, St. Moritz, Wengen und Z\u00fcrich zeigt. Das Design ist laut Swiss \u00abeine fliegende Liebeserkl\u00e4rung an die Schweiz\u00bb.<\/p><\/div><div class=\"Article_elementSlideshow__fbaGO\"><\/div><div class=\"Article_elementTextblockarray__WNyan\"><p>In der 20-Minuten-Community sorgen die Sujets f\u00fcr Wirbel, die Meinungen sind gespalten. Hier einige der breit gef\u00e4cherten \u00c4usserungen:<\/p><\/div><div class=\"Article_element__Tq_1s\"><ul><li><p>\u00abIch finde die Idee gut, \u00fcber die Umsetzung kann man sich streiten.\u00bb (Roggy6o)<\/p><\/li><li><p>\u00abHui, was f\u00fcr ein sch\u00f6nes Fl\u00fc\u00fcgerli.\u00bb (Durchseher)<\/p><\/li><li><p>\u00abIch finde es cool.\u00bb (\u00d6lapal\u00f6ma88)<\/p><\/li><li><p>\u00abWas wirklich drauf geh\u00f6rt, hat nichts mit Geschmack zu tun, sondern mit Fakten: Trauerflor f\u00fcr Umwelt und Natur.\u00bb (FootsDump)<\/p><\/li><li><p>\u00abIhr k\u00f6nnt noch so viel Swissness drauflegen, Swiss bleibt trotzdem Lufthansa.\u00bb (UrsCH1960)<\/p><\/li><li><p>\u00abAuch mit einer Sonderlackierung ist die Swiss leider keine reine Schweizer Fluglinie mehr.\u00bb (Floppy12)<\/p><\/li><\/ul><\/div><div class=\"Article_elementCrosshead__b9pyw\"><h2 class=\"crosshead_crosshead__MxhCQ crosshead_siteAreaNews__x10eM crosshead_typeStandard__szEKi\" data-testid=\"Crosshead\">\u00abDas Design kann auf den ersten Blick \u00fcberfordern\u00bb<\/h2><\/div><div class=\"Article_elementTextblockarray__WNyan\"><p>Dana Sommerhalder, Mitgr\u00fcnderin der Agentur Sin Marketing, sagt auf Anfrage, dass das Design verschiedenen Trends folge und dem Puls der Zeit entspreche \u2013 abstrakte Retro-Designs seien angesagt.<\/p><\/div><div class=\"Article_elementPoll__0I_DP\"><div class=\"sc-c7badfe-0 ldhbtc\"><div class=\"sc-c7badfe-1 sc-c7badfe-2 jyrFy drGMUq\"><p>Gef\u00e4llt dir die Sonderlackierung?<\/p><\/div><div class=\"sc-c7badfe-1 sc-c7badfe-3 jyrFy gwdeAf\"><label><input name=\"103296287\" type=\"radio\" class=\"sc-c7badfe-4 jQczuo\"\/><span class=\"sc-c7badfe-9 bwIsay\"><span>Ja, sogar sehr.<\/span><span class=\"sc-c7badfe-7 cqemkj\"><\/span><\/span><\/label><label><input name=\"103296287\" type=\"radio\" class=\"sc-c7badfe-4 jQczuo\"\/><span class=\"sc-c7badfe-9 bwIsay\"><span>Ja, sieht gut aus.<\/span><span class=\"sc-c7badfe-7 cqemkj\"><\/span><\/span><\/label><label><input name=\"103296287\" type=\"radio\" class=\"sc-c7badfe-4 jQczuo\"\/><span class=\"sc-c7badfe-9 bwIsay\"><span>Geht so.<\/span><span class=\"sc-c7badfe-7 cqemkj\"><\/span><\/span><\/label><label><input name=\"103296287\" type=\"radio\" class=\"sc-c7badfe-4 jQczuo\"\/><span class=\"sc-c7badfe-9 bwIsay\"><span>Nein, eher nicht.<\/span><span class=\"sc-c7badfe-7 cqemkj\"><\/span><\/span><\/label><label><input name=\"103296287\" type=\"radio\" class=\"sc-c7badfe-4 jQczuo\"\/><span class=\"sc-c7badfe-9 bwIsay\"><span>Nein, \u00fcberhaupt nicht.<\/span><span class=\"sc-c7badfe-7 cqemkj\"><\/span><\/span><\/label><\/div><div class=\"sc-c7badfe-1 sc-c7badfe-5 jyrFy GTpCD\"><\/div><\/div><\/div><div class=\"Article_elementTextblockarray__WNyan\"><p>Der K\u00fcnstler fokussiere sich auf zeichnerische Elemente, die in sich oft minimalistisch, im Ganzen aber wie ein Wimmelbuch (maximalistisch) wirken. So k\u00f6nne das Design auf den ersten Blick \u00fcberfordernd wirken.<\/p><\/div><div class=\"Article_elementCrosshead__b9pyw\"><h2 class=\"crosshead_crosshead__MxhCQ crosshead_siteAreaNews__x10eM crosshead_typeStandard__szEKi\" data-testid=\"Crosshead\">Abstraktes Design statt Gesichter und Geschichten<\/h2><\/div><div class=\"Article_elementTextblockarray__WNyan\"><p>\u00abDas Design vermittelt sehr viele Elemente, die Menschen im In- und Ausland mit der Schweiz verbinden\u00bb, sagt Sommerhalder. Im Vergleich zu fr\u00fcheren Designs wie dem Peoples Plane (siehe Foto unten) fehle aber die Emotionalisierung: \u00abEin abstraktes Design ruft nie die gleiche Verbundenheit hervor wie Gesichter und Geschichten von realen Menschen.\u00bb<\/p><\/div><div class=\"Article_elementImage__A6J72\"><figure class=\"sc-d47814d6-4 YeebQ\"><div class=\"Image_imgContainer__a56Mx\" style=\"padding-bottom:56.25%\"><img src=\"https:\/\/image.20min.ch\/2025\/03\/06\/89cd139f-c7fe-4b29-8295-96c93a056ecb.jpeg?auto=format%2Ccompress%2Cenhance&fit=max&w=1200&h=1200&rect=0%2C0%2C2400%2C1349&s=1f76bf5e748424ebad05c451fc2c626f\" alt=\"2016 schm\u00fcckte die Swiss eine Boeing 777-300ER mit mehr als 2500 Portraits von Mitarbeitenden.\" title=\"2016 schm\u00fcckte die Swiss eine Boeing 777-300ER mit mehr als 2500 Portraits von Mitarbeitenden.\" srcSet=\"https:\/\/image.20min.ch\/2025\/03\/06\/89cd139f-c7fe-4b29-8295-96c93a056ecb.jpeg?auto=format%2Ccompress%2Cenhance&fit=max&w=400&h=400&rect=0%2C0%2C2400%2C1349&s=88becf5b47b2341e52a375e848b11b66 400w, https:\/\/image.20min.ch\/2025\/03\/06\/89cd139f-c7fe-4b29-8295-96c93a056ecb.jpeg?auto=format%2Ccompress%2Cenhance&fit=max&w=800&h=800&rect=0%2C0%2C2400%2C1349&s=3085c63c1a94b4c2fe4b83256f85d25a 800w, https:\/\/image.20min.ch\/2025\/03\/06\/89cd139f-c7fe-4b29-8295-96c93a056ecb.jpeg?auto=format%2Ccompress%2Cenhance&fit=max&w=1200&h=1200&rect=0%2C0%2C2400%2C1349&s=1f76bf5e748424ebad05c451fc2c626f 1200w, https:\/\/image.20min.ch\/2025\/03\/06\/89cd139f-c7fe-4b29-8295-96c93a056ecb.jpeg?auto=format%2Ccompress%2Cenhance&fit=max&w=1600&h=1600&rect=0%2C0%2C2400%2C1349&s=9d8c7c5426b48519635de91eba533276 1600w, https:\/\/image.20min.ch\/2025\/03\/06\/89cd139f-c7fe-4b29-8295-96c93a056ecb.jpeg?auto=format%2Ccompress%2Cenhance&fit=max&w=2001&h=2000&rect=0%2C0%2C2400%2C1349&s=47dc2afff6cb3e14d1a4edd73e48cd00 2001w\" width=\"1200\" height=\"675\"\/><div class=\"Image_fallback__F0rLe\" style=\"background-image:url('https:\/\/image.20min.ch\/2025\/03\/06\/89cd139f-c7fe-4b29-8295-96c93a056ecb.jpeg?auto=format%2Ccompress%2Cenhance&fit=max&w=800&h=800&rect=0%2C0%2C2400%2C1349&s=3085c63c1a94b4c2fe4b83256f85d25a')\"><\/div><\/div><figcaption class=\"sc-d47814d6-0 gVurjZ\"><span class=\"sc-d47814d6-2 bDLFoO\"><p>2016 schm\u00fcckte die Swiss eine Boeing 777-300ER mit mehr als 2500 Portraits von Mitarbeitenden.<\/p><\/span><span class=\"sc-d47814d6-3 bmEwwn\">Swiss<\/span><\/figcaption><\/figure><\/div><div class=\"Article_elementCrosshead__b9pyw\"><h2 class=\"crosshead_crosshead__MxhCQ crosshead_siteAreaNews__x10eM crosshead_typeStandard__szEKi\" data-testid=\"Crosshead\">\u00abDie Verbundenheit zur Marke leidet\u00bb<\/h2><\/div><div class=\"Article_elementTextblockarray__WNyan\"><p>Das f\u00fchre dazu, dass sich Menschen weniger mit einer Marke, einem Design oder einem Unternehmen identifizieren, wodurch diese weniger lange im Ged\u00e4chtnis bleiben \u2013 \u00abdie Verbundenheit zur Marke leidet\u00bb. Die abstrakten Symbole seien aber genau das, was sie von der Designwelt in der n\u00e4chsten Zeit erwarte, sagt Sommerhalder. Auch andere grosse Marken setzten zunehmend auf einfache, abstrakte Designs.<\/p><\/div><div class=\"Article_elementCrosshead__b9pyw\"><h2 class=\"crosshead_crosshead__MxhCQ crosshead_siteAreaNews__x10eM crosshead_typeStandard__szEKi\" data-testid=\"Crosshead\">Design muss zuerst wirken<\/h2><\/div><div class=\"Article_elementTextblockarray__WNyan\"><p>Das Design brauche Zeit, um zu wirken:\u00a0Ein Mensch k\u00f6nne unm\u00f6glich auf einen Blick alles wahrnehmen, was es zu sehen gebe. \u00abBringt eine grosse Marke ein neues Design auf den Markt, wird es immer Menschen geben, die sich nicht abgeholt f\u00fchlen oder denen das Design nicht gef\u00e4llt\u00bb, sagt Sommerhalder. Es seien aber bestimmt kreative K\u00f6pfe am Werk gewesen, die sich bestens mit dem Ziel und den Werten der Swiss auskennen. Aus diesem Blickwinkel betrachtet, passe das Design f\u00fcr die Swiss.<\/p><\/div><div class=\"Article_elementCrosshead__b9pyw\"><h2 class=\"crosshead_crosshead__MxhCQ crosshead_siteAreaNews__x10eM crosshead_typeStandard__szEKi\" data-testid=\"Crosshead\">Swiss hebt sich ab<\/h2><\/div><div class=\"Article_elementTextblockarray__WNyan\"><p>Auch Carole Ramuz, CEO der Agentur Brandsoul, \u00e4ussert sich: \u00abDie Frage nach gutem und schlechtem Design ist immer subjektiv.\u00bb Wichtig sei, dass das Design authentisch wirke und den gew\u00fcnschten Impact erziele. Die Geschichte der Liebeserkl\u00e4rung an die Schweiz passe gut zum Konzept.<\/p><\/div><div class=\"Article_elementAd__7Cafs\"><\/div><div class=\"Article_elementTextblockarray__WNyan\"><p>Bislang sei das Design von Swiss \u00absehr clean\u00bb\u00a0gewesen, mit klaren Linien und einfarbigen Elementen. Mit den neuen Sujets hebe sich Swiss ab und setze auf Farbe, das sei eine interessante Weiterentwicklung.<\/p><\/div><div class=\"Article_elementCrosshead__b9pyw\"><h2 class=\"crosshead_crosshead__MxhCQ crosshead_siteAreaNews__x10eM crosshead_typeStandard__szEKi\" data-testid=\"Crosshead\">Verstehen alle die Botschaft?<\/h2><\/div><div class=\"Article_elementTextblockarray__WNyan\"><p><strong><\/strong>\u00abDie Sujets unterst\u00fctzen die Geschichte, die Swiss erz\u00e4hlen m\u00f6chte\u00bb, sagt Ramuz. Sie seien aber sehr bunt und eher komplex. Es stelle sich die Frage, ob die Menschen wirklich alles verstehen. Als Schweizer k\u00f6nne man sich aber gut mit den Sujets identifizieren und auseinandersetzen.<\/p><\/div><div class=\"Article_elementTextblockarray__WNyan\"><p>Gerade f\u00fcr Ausl\u00e4nder seien die Sujets wohl schwer verst\u00e4ndlich, da sie nur wenige Schweizer Symbole kennen, wie das Matterhorn, den Jet d\u2019eau in Genf und Wilhelm Tell. M\u00f6glicherweise richte sich die Kampagne eher an die Schweizer Kundschaft und nicht zwingend an ausl\u00e4ndische G\u00e4ste.<\/p><\/div><div class=\"Article_element__Tq_1s\"><figure class=\"sc-d47814d6-4 YeebQ\"><figcaption class=\"sc-d47814d6-0 gVurjZ\"><\/figcaption><\/figure><\/div><div class=\"Article_element__Tq_1s\"><div type=\"typeInfoboxSummary\" class=\"sc-92253cc8-0 kGbdVO undefined Default\" data-testid=\"InfoBox\"><div class=\"sc-92253cc8-1 sc-92253cc8-2 bGBSLI duFusH\"><h3>Folgst du 20 Minuten Wirtschaft auf Whatsapp?<\/h3><div class=\"sc-92253cc8-3 hknAoe\"><svg width=\"1em\" height=\"1em\" class=\"sc-b8528708-0 fFsCws\"><use href=\"\/_next\/static\/media\/sprite.d5961885.svg#boomerang\"><\/use><\/svg><\/div><\/div><div class=\"sc-92253cc8-1 sc-92253cc8-4 bGBSLI lcCaqX elementTextblockarray\"><p>Hier kriegst du die aktuellsten News aus der Wirtschaftswelt und die heissesten Updates zu Konsumententhemen direkt auf dein Handy.<\/p><\/div><div class=\"sc-92253cc8-1 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Die Meinungen gehen weit auseinander.\",\"kickword\":{},\"styles\":{\"name\":\"Default\"},\"useEmbedUrl\":false},\"facebook\":{\"published\":\"2025-03-06T19:31:55.432Z\",\"updated\":\"2025-03-06T19:31:55.432Z\",\"mainCategoryName\":\"Wirtschaft\",\"mainCategoryFullUrlPath\":\"wirtschaft\",\"url\":\"\/story\/airbus-a350-der-swiss-das-design-kann-auf-den-ersten-blick-ueberfordern-103296287\",\"urlSlug\":\"airbus-a350-der-swiss-das-design-kann-auf-den-ersten-blick-ueberfordern\",\"openInNewWindow\":false,\"readingTime\":300,\"wordCount\":1078,\"settings\":{\"commentRisk\":\"high\",\"commentingEnabled\":true,\"sharingEnabled\":true,\"likesEnabled\":true,\"renderedInWebView\":false,\"publicationDateExposed\":true,\"adsEnabled\":true,\"allowRobots\":true,\"headDisabled\":false},\"authors\":[{\"publicUserId\":84165759,\"type\":\"user\",\"name\":\"Marcel Urech\",\"firstName\":\"Marcel\",\"lastName\":\"Urech\",\"shortName\":\"Marcel Urech\",\"twitterHash\":\"\",\"prolitterisId\":\"889979\",\"jobTitle\":\"\",\"userImage\":{\"id\":\"AW1dWEv7NEXU\",\"variants\":{\"400px\":{\"src\":\"https:\/\/media.20min.ch\/6\/image\/2024\/03\/10\/9d0551e3-5ad2-4eb2-81e2-1d3a72dd3a17.jpeg?auto=format%2Ccompress%2Cenhance\\u0026fit=max\\u0026w=400\\u0026h=400\\u0026rect=0%2C0%2C404%2C404\\u0026s=e526bbb108431b03f39275a19221388c\",\"avifSrc\":\"https:\/\/media.20min.ch\/6\/image\/2024\/03\/10\/9d0551e3-5ad2-4eb2-81e2-1d3a72dd3a17.jpeg?auto=format%2Ccompress%2Cenhance\\u0026fit=max\\u0026w=400\\u0026h=400\\u0026rect=0%2C0%2C404%2C404\\u0026fm=avif\\u0026s=b83fdcaf2c7ad5c24ee27e91017147d5\",\"maxWidth\":400,\"maxHeight\":400,\"width\":400,\"height\":400,\"aspectRatio\":1,\"mediaType\":\"image\/jpeg\",\"focusPoint\":{\"x\":0.5,\"y\":0.5}},\"fix400x400px\":{\"src\":\"https:\/\/media.20min.ch\/6\/image\/2024\/03\/10\/9d0551e3-5ad2-4eb2-81e2-1d3a72dd3a17.jpeg?auto=format%2Ccompress%2Cenhance\\u0026fit=crop\\u0026w=400\\u0026h=400\\u0026rect=0%2C0%2C404%2C404\\u0026crop=faces\\u0026s=dd090a2f49cd39277d8656438c5a6b83\",\"avifSrc\":\"https:\/\/media.20min.ch\/6\/image\/2024\/03\/10\/9d0551e3-5ad2-4eb2-81e2-1d3a72dd3a17.jpeg?auto=format%2Ccompress%2Cenhance\\u0026fit=crop\\u0026w=400\\u0026h=400\\u0026rect=0%2C0%2C404%2C404\\u0026crop=faces\\u0026fm=avif\\u0026s=429ed3bcd986ffc3badeae82b3b4b4a2\",\"maxWidth\":400,\"maxHeight\":400,\"width\":400,\"height\":400,\"aspectRatio\":1,\"mediaType\":\"image\/jpeg\",\"focusPoint\":{\"x\":0.5,\"y\":0.5}}}},\"shortBiography\":{\"text\":\"\",\"elements\":[{\"type\":\"textBlockArray\",\"items\":[]}]},\"longBiography\":{\"text\":\"Marcel ist seit \u00fcber 15 Jahren Journalist und seit 2021 bei 20 Minuten. 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Das Flugzeug hat eine Sonderlackierung, die ikonische Orte in Bern, Basel, Genf, Locarno, Luzern, Montreux, St. Moritz, Wengen und Z\u00fcrich zeigt. Das Design ist laut Swiss \u00abeine fliegende Liebeserkl\u00e4rung an die 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ist Gastgeber einer der weltweit prestigetr\u00e4chtigsten und einflussreichsten Kunstmessen \u2013 der Art Basel. 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\\u003c\/strong\\u003eist Sitz zahlreicher globaler Organisationen, darunter die UNO. Das Wahrzeichen der Stadt, der Jet d\u2019Eau, pr\u00e4gt das Panorama des Genfersees. Beide Bauwerke sind auf der Lackierung zu sehen.\",\"elements\":[{\"type\":\"textBlockArray\",\"items\":[{\"type\":\"htmlTextItem\",\"htmlText\":\"\\u003cstrong\\u003eGenf \\u003c\/strong\\u003eist Sitz zahlreicher globaler Organisationen, darunter die UNO. Das Wahrzeichen der Stadt, der Jet d\u2019Eau, pr\u00e4gt das Panorama des Genfersees. Beide Bauwerke sind auf der Lackierung zu sehen.\"}]}]}},\"caption\":{\"text\":\"\\u003cstrong\\u003eGenf \\u003c\/strong\\u003eist Sitz zahlreicher globaler Organisationen, darunter die UNO. Das Wahrzeichen der Stadt, der Jet d\u2019Eau, pr\u00e4gt das Panorama des Genfersees. Beide Bauwerke sind auf der Lackierung zu sehen.\",\"elements\":[{\"type\":\"textBlockArray\",\"items\":[{\"type\":\"htmlTextItem\",\"htmlText\":\"\\u003cstrong\\u003eGenf \\u003c\/strong\\u003eist Sitz zahlreicher globaler Organisationen, darunter die UNO. Das Wahrzeichen der Stadt, der Jet d\u2019Eau, pr\u00e4gt das Panorama des Genfersees. Beide Bauwerke sind auf der Lackierung zu sehen.\"}]}]},\"type\":\"image\"}]}},{\"type\":\"textBlockArray\",\"items\":[{\"type\":\"htmlTextItem\",\"htmlText\":\"In der 20-Minuten-Community sorgen die Sujets f\u00fcr Wirbel, die Meinungen sind gespalten. Hier einige der breit gef\u00e4cherten \u00c4usserungen:\"}]},{\"type\":\"list\",\"listType\":\"unordered\",\"listItems\":[{\"type\":\"textBlockArray\",\"items\":[{\"type\":\"htmlTextItem\",\"htmlText\":\"\u00abIch finde die Idee gut, \u00fcber die Umsetzung kann man sich streiten.\u00bb (Roggy6o)\"}]},{\"type\":\"textBlockArray\",\"items\":[{\"type\":\"htmlTextItem\",\"htmlText\":\"\u00abHui, was f\u00fcr ein sch\u00f6nes Fl\u00fc\u00fcgerli.\u00bb (Durchseher)\"}]},{\"type\":\"textBlockArray\",\"items\":[{\"type\":\"htmlTextItem\",\"htmlText\":\"\u00abIch finde es cool.\u00bb (\u00d6lapal\u00f6ma88)\"}]},{\"type\":\"textBlockArray\",\"items\":[{\"type\":\"htmlTextItem\",\"htmlText\":\"\u00abWas wirklich drauf geh\u00f6rt, hat nichts mit Geschmack zu tun, sondern mit Fakten: Trauerflor f\u00fcr Umwelt und Natur.\u00bb (FootsDump)\"}]},{\"type\":\"textBlockArray\",\"items\":[{\"type\":\"htmlTextItem\",\"htmlText\":\"\u00abIhr k\u00f6nnt noch so viel Swissness drauflegen, Swiss bleibt trotzdem Lufthansa.\u00bb (UrsCH1960)\"}]},{\"type\":\"textBlockArray\",\"items\":[{\"type\":\"htmlTextItem\",\"htmlText\":\"\u00abAuch mit einer Sonderlackierung ist die Swiss leider keine reine Schweizer Fluglinie mehr.\u00bb (Floppy12)\"}]}]},{\"type\":\"crosshead\",\"htmlText\":\"\u00abDas Design kann auf den ersten Blick \u00fcberfordern\u00bb\",\"style\":{}},{\"type\":\"textBlockArray\",\"items\":[{\"type\":\"htmlTextItem\",\"htmlText\":\"Dana Sommerhalder, Mitgr\u00fcnderin der Agentur Sin Marketing, sagt auf Anfrage, dass das Design verschiedenen Trends folge und dem Puls der Zeit entspreche \u2013 abstrakte Retro-Designs seien angesagt.\"}]},{\"type\":\"poll\",\"question\":{\"type\":\"pollItem\",\"id\":\"doc-1ilm1ruik11\",\"text\":{\"type\":\"textBlockArray\",\"items\":[{\"type\":\"htmlTextItem\",\"htmlText\":\"Gef\u00e4llt dir die Sonderlackierung?\"}]}},\"answers\":[{\"type\":\"pollItem\",\"id\":\"doc-1ilm1ruik11.doc-1ilm1ruik12\",\"text\":{\"type\":\"textBlockArray\",\"items\":[{\"type\":\"htmlTextItem\",\"htmlText\":\"Ja, sogar sehr.\"}]}},{\"type\":\"pollItem\",\"id\":\"doc-1ilm1ruik11.doc-1ilm6200a0\",\"text\":{\"type\":\"textBlockArray\",\"items\":[{\"type\":\"htmlTextItem\",\"htmlText\":\"Ja, sieht gut aus.\"}]}},{\"type\":\"pollItem\",\"id\":\"doc-1ilm1ruik11.doc-1ilm621360\",\"text\":{\"type\":\"textBlockArray\",\"items\":[{\"type\":\"htmlTextItem\",\"htmlText\":\"Geht so.\"}]}},{\"type\":\"pollItem\",\"id\":\"doc-1ilm1ruik11.doc-1ilm626vk0\",\"text\":{\"type\":\"textBlockArray\",\"items\":[{\"type\":\"htmlTextItem\",\"htmlText\":\"Nein, eher nicht.\"}]}},{\"type\":\"pollItem\",\"id\":\"doc-1ilm1ruik11.doc-1ilm63uus0\",\"text\":{\"type\":\"textBlockArray\",\"items\":[{\"type\":\"htmlTextItem\",\"htmlText\":\"Nein, \u00fcberhaupt nicht.\"}]}}]},{\"type\":\"textBlockArray\",\"items\":[{\"type\":\"htmlTextItem\",\"htmlText\":\"Der K\u00fcnstler fokussiere sich auf zeichnerische Elemente, die in sich oft minimalistisch, im Ganzen aber wie ein Wimmelbuch (maximalistisch) wirken. So k\u00f6nne das Design auf den ersten Blick \u00fcberfordernd wirken.\"}]},{\"type\":\"crosshead\",\"htmlText\":\"Abstraktes Design statt Gesichter und Geschichten\",\"style\":{}},{\"type\":\"textBlockArray\",\"items\":[{\"type\":\"htmlTextItem\",\"htmlText\":\"\u00abDas Design vermittelt sehr viele Elemente, die Menschen im In- und Ausland mit der Schweiz verbinden\u00bb, sagt Sommerhalder. Im Vergleich zu fr\u00fcheren Designs wie dem Peoples Plane (siehe Foto unten) fehle aber die Emotionalisierung: \u00abEin abstraktes Design ruft nie die gleiche Verbundenheit hervor wie Gesichter und Geschichten von realen Menschen.\u00bb\"}]},{\"type\":\"image\",\"image\":{\"id\":\"85oBsVVNsW3y\",\"caption\":{\"text\":\"2016 schm\u00fcckte die Swiss eine Boeing 777-300ER mit mehr als 2500 Portraits von Mitarbeitenden.\",\"elements\":[{\"type\":\"textBlockArray\",\"items\":[{\"type\":\"htmlTextItem\",\"htmlText\":\"2016 schm\u00fcckte die Swiss eine Boeing 777-300ER mit mehr als 2500 Portraits von Mitarbeitenden.\"}]}]},\"credit\":\"Swiss\",\"suffix\":\"jpeg\",\"variants\":{\"400px\":{\"src\":\"https:\/\/image.20min.ch\/2025\/03\/06\/89cd139f-c7fe-4b29-8295-96c93a056ecb.jpeg?auto=format%2Ccompress%2Cenhance\\u0026fit=max\\u0026w=400\\u0026h=400\\u0026rect=0%2C0%2C2400%2C1349\\u0026s=88becf5b47b2341e52a375e848b11b66\",\"avifSrc\":\"https:\/\/image.20min.ch\/2025\/03\/06\/89cd139f-c7fe-4b29-8295-96c93a056ecb.jpeg?auto=format%2Ccompress%2Cenhance\\u0026fit=max\\u0026w=400\\u0026h=400\\u0026rect=0%2C0%2C2400%2C1349\\u0026fm=avif\\u0026s=d6a2ccedbac9484b6803a58e59d4b1ec\",\"maxWidth\":400,\"maxHeight\":400,\"width\":400,\"height\":225,\"aspectRatio\":1.7777777777777777,\"mediaType\":\"image\/jpeg\",\"focusPoint\":{\"x\":0.5,\"y\":0.5}},\"800px\":{\"src\":\"https:\/\/image.20min.ch\/2025\/03\/06\/89cd139f-c7fe-4b29-8295-96c93a056ecb.jpeg?auto=format%2Ccompress%2Cenhance\\u0026fit=max\\u0026w=800\\u0026h=800\\u0026rect=0%2C0%2C2400%2C1349\\u0026s=3085c63c1a94b4c2fe4b83256f85d25a\",\"avifSrc\":\"https:\/\/image.20min.ch\/2025\/03\/06\/89cd139f-c7fe-4b29-8295-96c93a056ecb.jpeg?auto=format%2Ccompress%2Cenhance\\u0026fit=max\\u0026w=800\\u0026h=800\\u0026rect=0%2C0%2C2400%2C1349\\u0026fm=avif\\u0026s=e707b9271329da22933b021fdd90653d\",\"maxWidth\":800,\"maxHeight\":800,\"width\":800,\"height\":450,\"aspectRatio\":1.7777777777777777,\"mediaType\":\"image\/jpeg\",\"focusPoint\":{\"x\":0.5,\"y\":0.5}},\"1200px\":{\"src\":\"https:\/\/image.20min.ch\/2025\/03\/06\/89cd139f-c7fe-4b29-8295-96c93a056ecb.jpeg?auto=format%2Ccompress%2Cenhance\\u0026fit=max\\u0026w=1200\\u0026h=1200\\u0026rect=0%2C0%2C2400%2C1349\\u0026s=1f76bf5e748424ebad05c451fc2c626f\",\"avifSrc\":\"https:\/\/image.20min.ch\/2025\/03\/06\/89cd139f-c7fe-4b29-8295-96c93a056ecb.jpeg?auto=format%2Ccompress%2Cenhance\\u0026fit=max\\u0026w=1200\\u0026h=1200\\u0026rect=0%2C0%2C2400%2C1349\\u0026fm=avif\\u0026s=3f37afa3c9c667da30f490e7940ad5fb\",\"maxWidth\":1200,\"maxHeight\":1200,\"width\":1200,\"height\":675,\"aspectRatio\":1.7777777777777777,\"mediaType\":\"image\/jpeg\",\"focusPoint\":{\"x\":0.5,\"y\":0.5}},\"1600px\":{\"src\":\"https:\/\/image.20min.ch\/2025\/03\/06\/89cd139f-c7fe-4b29-8295-96c93a056ecb.jpeg?auto=format%2Ccompress%2Cenhance\\u0026fit=max\\u0026w=1600\\u0026h=1600\\u0026rect=0%2C0%2C2400%2C1349\\u0026s=9d8c7c5426b48519635de91eba533276\",\"avifSrc\":\"https:\/\/image.20min.ch\/2025\/03\/06\/89cd139f-c7fe-4b29-8295-96c93a056ecb.jpeg?auto=format%2Ccompress%2Cenhance\\u0026fit=max\\u0026w=1600\\u0026h=1600\\u0026rect=0%2C0%2C2400%2C1349\\u0026fm=avif\\u0026s=93fdfb39a77bffb8fbd0ee7333534826\",\"maxWidth\":1600,\"maxHeight\":1600,\"width\":1600,\"height\":899,\"aspectRatio\":1.7797552836484982,\"mediaType\":\"image\/jpeg\",\"focusPoint\":{\"x\":0.5,\"y\":0.5}},\"2000px\":{\"src\":\"https:\/\/image.20min.ch\/2025\/03\/06\/89cd139f-c7fe-4b29-8295-96c93a056ecb.jpeg?auto=format%2Ccompress%2Cenhance\\u0026fit=max\\u0026w=2001\\u0026h=2000\\u0026rect=0%2C0%2C2400%2C1349\\u0026s=47dc2afff6cb3e14d1a4edd73e48cd00\",\"avifSrc\":\"https:\/\/image.20min.ch\/2025\/03\/06\/89cd139f-c7fe-4b29-8295-96c93a056ecb.jpeg?auto=format%2Ccompress%2Cenhance\\u0026fit=max\\u0026w=2001\\u0026h=2000\\u0026rect=0%2C0%2C2400%2C1349\\u0026fm=avif\\u0026s=65d35edfe6765dbc7e3bd2337d2e5708\",\"maxWidth\":2001,\"maxHeight\":2000,\"width\":2001,\"height\":1125,\"aspectRatio\":1.7786666666666666,\"mediaType\":\"image\/jpeg\",\"focusPoint\":{\"x\":0.5,\"y\":0.5}},\"small\":{\"src\":\"https:\/\/image.20min.ch\/2025\/03\/06\/89cd139f-c7fe-4b29-8295-96c93a056ecb.jpeg?auto=format%2Ccompress%2Cenhance\\u0026fit=max\\u0026w=400\\u0026h=400\\u0026rect=0%2C0%2C2400%2C1349\\u0026s=88becf5b47b2341e52a375e848b11b66\",\"avifSrc\":\"https:\/\/image.20min.ch\/2025\/03\/06\/89cd139f-c7fe-4b29-8295-96c93a056ecb.jpeg?auto=format%2Ccompress%2Cenhance\\u0026fit=max\\u0026w=400\\u0026h=400\\u0026rect=0%2C0%2C2400%2C1349\\u0026fm=avif\\u0026s=d6a2ccedbac9484b6803a58e59d4b1ec\",\"maxWidth\":400,\"maxHeight\":400,\"width\":400,\"height\":225,\"aspectRatio\":1.7777777777777777,\"mediaType\":\"image\/jpeg\",\"focusPoint\":{\"x\":0.5,\"y\":0.5}},\"big\":{\"src\":\"https:\/\/image.20min.ch\/2025\/03\/06\/89cd139f-c7fe-4b29-8295-96c93a056ecb.jpeg?auto=format%2Ccompress%2Cenhance\\u0026fit=max\\u0026w=1200\\u0026h=1200\\u0026rect=0%2C0%2C2400%2C1349\\u0026s=1f76bf5e748424ebad05c451fc2c626f\",\"avifSrc\":\"https:\/\/image.20min.ch\/2025\/03\/06\/89cd139f-c7fe-4b29-8295-96c93a056ecb.jpeg?auto=format%2Ccompress%2Cenhance\\u0026fit=max\\u0026w=1200\\u0026h=1200\\u0026rect=0%2C0%2C2400%2C1349\\u0026fm=avif\\u0026s=3f37afa3c9c667da30f490e7940ad5fb\",\"maxWidth\":1200,\"maxHeight\":1200,\"width\":1200,\"height\":675,\"aspectRatio\":1.7777777777777777,\"mediaType\":\"image\/jpeg\",\"focusPoint\":{\"x\":0.5,\"y\":0.5}}},\"maxAspectRatio\":1.68}},{\"type\":\"crosshead\",\"htmlText\":\"\u00abDie Verbundenheit zur Marke leidet\u00bb\",\"style\":{}},{\"type\":\"textBlockArray\",\"items\":[{\"type\":\"htmlTextItem\",\"htmlText\":\"Das f\u00fchre dazu, dass sich Menschen weniger mit einer Marke, einem Design oder einem Unternehmen identifizieren, wodurch diese weniger lange im Ged\u00e4chtnis bleiben \u2013 \u00abdie Verbundenheit zur Marke leidet\u00bb. Die abstrakten Symbole seien aber genau das, was sie von der Designwelt in der n\u00e4chsten Zeit erwarte, sagt Sommerhalder. Auch andere grosse Marken setzten zunehmend auf einfache, abstrakte Designs.\"}]},{\"type\":\"crosshead\",\"htmlText\":\"Design muss zuerst wirken\",\"style\":{}},{\"type\":\"textBlockArray\",\"items\":[{\"type\":\"htmlTextItem\",\"htmlText\":\"Das Design brauche Zeit, um zu wirken:\u00a0Ein Mensch k\u00f6nne unm\u00f6glich auf einen Blick alles wahrnehmen, was es zu sehen gebe. \u00abBringt eine grosse Marke ein neues Design auf den Markt, wird es immer Menschen geben, die sich nicht abgeholt f\u00fchlen oder denen das Design nicht gef\u00e4llt\u00bb, sagt Sommerhalder. Es seien aber bestimmt kreative K\u00f6pfe am Werk gewesen, die sich bestens mit dem Ziel und den Werten der Swiss auskennen. 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{"result":{"content":"Airbus A350 der Swiss: \u00abDas Design kann auf den ersten Blick \u00fcberfordern\u00bb - 20 Minuten<\/title><meta name=\"title\" content=\"Airbus A350 der Swiss: \u00abDas Design kann auf den ersten Blick \u00fcberfordern\u00bb\"\/><meta name=\"description\" content=\"Die Sonderlackierung des neuen Airbusses A350 der Swiss sorgt f\u00fcr Wirbel. 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Die Meinungen gehen weit auseinander.\"\/><meta property=\"twitter:image:src\" content=\"https:\/\/image.20min.ch\/2025\/03\/06\/4c515caf-1f95-4c20-ab0e-09786ab67e71.jpeg?auto=format%2Ccompress%2Cenhance&fit=crop&w=1200&h=675&rect=0%2C0%2C3840%2C2160&crop=faces&s=484d6e96b51c3a430a26091b2f129b27\"\/><script type=\"application\/ld+json\">{\"@context\":\"http:\/\/schema.org\",\"@type\":\"NewsArticle\",\"mainEntityOfPage\":{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.20min.ch\/story\/airbus-a350-der-swiss-das-design-kann-auf-den-ersten-blick-ueberfordern-103296287\"},\"publisher\":{\"@type\":\"NewsMediaOrganization\",\"name\":\"20 Minuten\",\"url\":\"https:\/\/www.20min.ch\",\"email\":\"redaktion@20minuten.ch\",\"telephone\":\"+41(0)442486820\",\"sameAs\":[\"https:\/\/www.facebook.com\/20min\",\"https:\/\/twitter.com\/20min\",\"https:\/\/www.instagram.com\/20min.ch\",\"https:\/\/de.wikipedia.org\/wiki\/20_Minuten\"],\"ownershipFundingInfo\":\"https:\/\/www.20min.ch\/impressum\",\"logo\":{\"@type\":\"ImageObject\",\"url\":\"https:\/\/www.20min.ch\/icons\/20min_de.png\",\"width\":144,\"height\":192}},\"headline\":\"Airbus A350 der Swiss: \u00abDas Design kann auf den ersten Blick \u00fcberfordern\u00bb\",\"alternativeHeadline\":\"Airbus A350 der Swiss: \u00abDas Design kann auf den ersten Blick \u00fcberfordern\u00bb\",\"description\":\"Die Sonderlackierung des neuen Airbusses A350 der Swiss sorgt f\u00fcr Wirbel. Die Meinungen gehen weit auseinander.\",\"articleBody\":\"Die Swiss hat den ersten von zehn neuen Airbussen A350 pr\u00e4sentiert. Das Flugzeug hat eine Sonderlackierung, die ikonische Orte in Bern, Basel, Genf, Locarno, Luzern, Montreux, St. Moritz, Wengen und Z\u00fcrich zeigt. Das Design ist laut Swiss \u00abeine fliegende Liebeserkl\u00e4rung an die Schweiz\u00bb. In der 20-Minuten-Community sorgen die Sujets f\u00fcr Wirbel, die Meinungen sind gespalten. Hier einige der breit gef\u00e4cherten \u00c4usserungen: \u00abIch finde die Idee gut, \u00fcber die Umsetzung kann man sich streiten.\u00bb (Roggy6o) \u00abHui, was f\u00fcr ein sch\u00f6nes Fl\u00fc\u00fcgerli.\u00bb (Durchseher) \u00abIch finde es cool.\u00bb (\u00d6lapal\u00f6ma88) \u00abWas wirklich drauf geh\u00f6rt, hat nichts mit Geschmack zu tun, sondern mit Fakten: Trauerflor f\u00fcr Umwelt und Natur.\u00bb (FootsDump) \u00abIhr k\u00f6nnt noch so viel Swissness drauflegen, Swiss bleibt trotzdem Lufthansa.\u00bb (UrsCH1960) \u00abAuch mit einer Sonderlackierung ist die Swiss leider keine reine Schweizer Fluglinie mehr.\u00bb (Floppy12) \u00abDas Design kann auf den ersten Blick \u00fcberfordern\u00bb Dana Sommerhalder, Mitgr\u00fcnderin der Agentur Sin Marketing, sagt auf Anfrage, dass das Design verschiedenen Trends folge und dem Puls der Zeit entspreche \u2013 abstrakte Retro-Designs seien angesagt. Der K\u00fcnstler fokussiere sich auf zeichnerische Elemente, die in sich oft minimalistisch, im Ganzen aber wie ein Wimmelbuch (maximalistisch) wirken. So k\u00f6nne das Design auf den ersten Blick \u00fcberfordernd wirken. Abstraktes Design statt Gesichter und Geschichten \u00abDas Design vermittelt sehr viele Elemente, die Menschen im In- und Ausland mit der Schweiz verbinden\u00bb, sagt Sommerhalder. Im Vergleich zu fr\u00fcheren Designs wie dem Peoples Plane (siehe Foto unten) fehle aber die Emotionalisierung: \u00abEin abstraktes Design ruft nie die gleiche Verbundenheit hervor wie Gesichter und Geschichten von realen Menschen.\u00bb \u00abDie Verbundenheit zur Marke leidet\u00bb Das f\u00fchre dazu, dass sich Menschen weniger mit einer Marke, einem Design oder einem Unternehmen identifizieren, wodurch diese weniger lange im Ged\u00e4chtnis bleiben \u2013 \u00abdie Verbundenheit zur Marke leidet\u00bb. Die abstrakten Symbole seien aber genau das, was sie von der Designwelt in der n\u00e4chsten Zeit erwarte, sagt Sommerhalder. Auch andere grosse Marken setzten zunehmend auf einfache, abstrakte Designs. Design muss zuerst wirken Das Design brauche Zeit, um zu wirken:\u00a0Ein Mensch k\u00f6nne unm\u00f6glich auf einen Blick alles wahrnehmen, was es zu sehen gebe. \u00abBringt eine grosse Marke ein neues Design auf den Markt, wird es immer Menschen geben, die sich nicht abgeholt f\u00fchlen oder denen das Design nicht gef\u00e4llt\u00bb, sagt Sommerhalder. Es seien aber bestimmt kreative K\u00f6pfe am Werk gewesen, die sich bestens mit dem Ziel und den Werten der Swiss auskennen. Aus diesem Blickwinkel betrachtet, passe das Design f\u00fcr die Swiss. Swiss hebt sich ab Auch Carole Ramuz, CEO der Agentur Brandsoul, \u00e4ussert sich: \u00abDie Frage nach gutem und schlechtem Design ist immer subjektiv.\u00bb Wichtig sei, dass das Design authentisch wirke und den gew\u00fcnschten Impact erziele. Die Geschichte der Liebeserkl\u00e4rung an die Schweiz passe gut zum Konzept. Bislang sei das Design von Swiss \u00absehr clean\u00bb\u00a0gewesen, mit klaren Linien und einfarbigen Elementen. Mit den neuen Sujets hebe sich Swiss ab und setze auf Farbe, das sei eine interessante Weiterentwicklung. Verstehen alle die Botschaft? \u00abDie Sujets unterst\u00fctzen die Geschichte, die Swiss erz\u00e4hlen m\u00f6chte\u00bb, sagt Ramuz. Sie seien aber sehr bunt und eher komplex. Es stelle sich die Frage, ob die Menschen wirklich alles verstehen. Als Schweizer k\u00f6nne man sich aber gut mit den Sujets identifizieren und auseinandersetzen. Gerade f\u00fcr Ausl\u00e4nder seien die Sujets wohl schwer verst\u00e4ndlich, da sie nur wenige Schweizer Symbole kennen, wie das Matterhorn, den Jet d\u2019eau in Genf und Wilhelm Tell. M\u00f6glicherweise richte sich die Kampagne eher an die Schweizer Kundschaft und nicht zwingend an ausl\u00e4ndische G\u00e4ste.\",\"image\":[],\"datePublished\":\"2025-03-06T20:31:55+01:00\",\"dateModified\":\"2025-03-06T20:31:55+01:00\",\"author\":[{\"@type\":\"Person\",\"name\":\"Marcel Urech\"}],\"video\":[],\"keywords\":\"\",\"hasPart\":[{\"@type\":\"Collection\",\"image\":[{\"@type\":\"ImageObject\",\"ContentUrl\":\"https:\/\/image.20min.ch\/2025\/03\/06\/4c515caf-1f95-4c20-ab0e-09786ab67e71.jpeg?auto=format%2Ccompress%2Cenhance&fit=max&w=1200&h=1200&rect=0%2C0%2C3840%2C2160&s=e5f74bc201271926235729815a8a0646\",\"caption\":\"Die 20-Minuten-Community ist geteilter Meinung: Einige finden dieses Design cool, andere gar nicht.\",\"creditText\":\"Swiss\"},{\"@type\":\"ImageObject\",\"ContentUrl\":\"https:\/\/image.20min.ch\/2025\/03\/06\/6fce1ab6-42e1-4e53-a64d-7f7d124c92f4.jpeg?auto=format%2Ccompress%2Cenhance&fit=max&w=1200&h=1200&rect=0%2C0%2C3840%2C2160&s=7500fa25ff9ee3c24c1132353a248789\",\"caption\":\"Im Vergleich zu fr\u00fcheren Designs der Swiss fehle die Emotionalisierung, sagt Dana Sommerhalder, Mitgr\u00fcnderin der Agentur Sin Marketing.\",\"creditText\":\"Swiss\"},{\"@type\":\"ImageObject\",\"ContentUrl\":\"https:\/\/image.20min.ch\/2025\/03\/06\/d8240d44-c40d-4c36-a65b-954385242ab1.jpeg?auto=format%2Ccompress%2Cenhance&fit=max&w=1200&h=1200&rect=0%2C0%2C4000%2C2667&s=e023dcdaa94a9b2b7e978923451e9083\",\"caption\":\"Ein abstraktes Design rufe nie die gleiche Verbundenheit hervor wie Gesichter und Geschichten von realen Menschen.\",\"creditText\":\"Swiss\"}]},{\"@type\":\"Collection\",\"image\":[{\"@type\":\"ImageObject\",\"ContentUrl\":\"https:\/\/image.20min.ch\/2025\/03\/06\/ae9db9ee-58ff-4eb3-9c6b-7e54d669692e.png?auto=format%2Ccompress%2Cenhance&fit=max&w=1200&h=1200&rect=0%2C0%2C213%2C149&s=214ec574b9123d913ad57ff1f308562a\",\"caption\":\"<strong>Basel<\/strong> ist Gastgeber einer der weltweit prestigetr\u00e4chtigsten und einflussreichsten Kunstmessen \u2013 der Art Basel. Auf der Sonderlackierung sind das Geb\u00e4ude der Messe Basel, der Tinguely-Brunnen und die Rheinf\u00e4hre abgebildet.\",\"creditText\":\"Swiss\"},{\"@type\":\"ImageObject\",\"ContentUrl\":\"https:\/\/image.20min.ch\/2025\/03\/06\/59d46f34-352a-4576-9c14-09e1d0b5e3a0.png?auto=format%2Ccompress%2Cenhance&fit=max&w=1200&h=1200&rect=0%2C0%2C213%2C146&s=af84b6433e35a95d6a37fd389460c4cd\",\"caption\":\"<strong>Bern<\/strong> hat eine Altstadt, die zum Unesco-Weltkulturerbe geh\u00f6rt. Die Arkaden erstrecken sich \u00fcber sechs Kilometer und bieten eine der l\u00e4ngsten gedeckten Einkaufsstrassen Europas. Die Sonderlackierung zeigt das Bundeshaus, den B\u00e4rengraben und die Tradition des \u00abAare-B\u00f6\u00f6tle\u00bb.\",\"creditText\":\"Swiss\"},{\"@type\":\"ImageObject\",\"ContentUrl\":\"https:\/\/image.20min.ch\/2025\/03\/06\/5af4fa0a-2e9d-4f99-970b-dd5b4afc51d2.png?auto=format%2Ccompress%2Cenhance&fit=max&w=1200&h=1200&rect=0%2C0%2C213%2C135&s=f0d9b3eb94a5a7cd23d01f38fbb7b57f\",\"caption\":\"<strong>Genf <\/strong>ist Sitz zahlreicher globaler Organisationen, darunter die UNO. Das Wahrzeichen der Stadt, der Jet d\u2019Eau, pr\u00e4gt das Panorama des Genfersees. 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fgLGdv\">#WIRSINDZUKUNFT<\/span><\/a><\/li><li class=\"sc-99b3a5c-2 sc-99b3a5c-3 gwqDVB kuPALN\"><a class=\"sc-99b3a5c-0 eckruc\" title=\"Z\u00fcrich\" href=\"\/zuerich\"><span class=\"sc-99b3a5c-1 fgLGdv\">Z\u00fcrich<\/span><\/a><\/li><li class=\"sc-99b3a5c-2 sc-99b3a5c-3 gwqDVB kuPALN\"><a class=\"sc-99b3a5c-0 eckruc\" title=\"Bern\" href=\"\/bern\"><span class=\"sc-99b3a5c-1 fgLGdv\">Bern<\/span><\/a><\/li><li class=\"sc-99b3a5c-2 sc-99b3a5c-3 gwqDVB kuPALN\"><a class=\"sc-99b3a5c-0 eckruc\" title=\"Basel\" href=\"\/basel\"><span class=\"sc-99b3a5c-1 fgLGdv\">Basel<\/span><\/a><\/li><li class=\"sc-99b3a5c-2 sc-99b3a5c-3 gwqDVB kuPALN\"><a class=\"sc-99b3a5c-0 eckruc\" title=\"Zentralschweiz\" href=\"\/zentralschweiz\"><span class=\"sc-99b3a5c-1 fgLGdv\">Zentralschweiz<\/span><\/a><\/li><li class=\"sc-99b3a5c-2 sc-99b3a5c-3 gwqDVB kuPALN\"><a class=\"sc-99b3a5c-0 eckruc\" title=\"Ostschweiz\" href=\"\/ostschweiz\"><span class=\"sc-99b3a5c-1 fgLGdv\">Ostschweiz<\/span><\/a><\/li><li class=\"sc-99b3a5c-2 sc-99b3a5c-3 gwqDVB kuPALN\"><a class=\"sc-99b3a5c-0 eckruc\" title=\"Ausland\" href=\"\/ausland\"><span class=\"sc-99b3a5c-1 fgLGdv\">Ausland<\/span><\/a><\/li><li class=\"sc-99b3a5c-2 sc-99b3a5c-3 gwqDVB kuPALN\"><a class=\"sc-99b3a5c-0 eckruc\" title=\"Ukraine\" href=\"\/ukraine\"><span class=\"sc-99b3a5c-1 fgLGdv\">Ukraine<\/span><\/a><\/li><li class=\"sc-99b3a5c-2 sc-99b3a5c-3 gwqDVB kuPALN\"><a class=\"sc-99b3a5c-0 eckruc\" title=\"Nahost\" href=\"\/nahostkonflikt\"><span class=\"sc-99b3a5c-1 fgLGdv\">Nahost<\/span><\/a><\/li><li class=\"sc-99b3a5c-2 sc-99b3a5c-3 gwqDVB kuPALN\"><a class=\"sc-99b3a5c-0 eckruc\" title=\"Wirtschaft\" href=\"\/wirtschaft\"><span class=\"sc-99b3a5c-1 fgLGdv\">Wirtschaft<\/span><\/a><\/li><li class=\"sc-99b3a5c-2 sc-99b3a5c-3 gwqDVB kuPALN\"><a class=\"sc-99b3a5c-0 eckruc\" title=\"Krypto\" href=\"\/krypto\"><span class=\"sc-99b3a5c-1 fgLGdv\">Krypto<\/span><\/a><\/li><li class=\"sc-99b3a5c-2 sc-99b3a5c-3 gwqDVB kuPALN\"><a class=\"sc-99b3a5c-0 eckruc\" title=\"People\" href=\"\/people\"><span class=\"sc-99b3a5c-1 fgLGdv\">People<\/span><\/a><\/li><li class=\"sc-99b3a5c-2 sc-99b3a5c-3 gwqDVB kuPALN\"><a class=\"sc-99b3a5c-0 eckruc\" title=\"Entertainment\" href=\"\/instagram-slider\"><span class=\"sc-99b3a5c-1 fgLGdv\">Entertainment<\/span><\/a><\/li><li class=\"sc-99b3a5c-2 sc-99b3a5c-3 gwqDVB kuPALN\"><a class=\"sc-99b3a5c-0 eckruc\" title=\"Community\" href=\"\/community\"><span class=\"sc-99b3a5c-1 fgLGdv\">Community<\/span><\/a><\/li><li class=\"sc-99b3a5c-2 sc-99b3a5c-3 gwqDVB kuPALN\"><a class=\"sc-99b3a5c-0 eckruc\" title=\"Faktenchecks\" href=\"\/faktenchecks\"><span class=\"sc-99b3a5c-1 fgLGdv\">Faktenchecks<\/span><\/a><\/li><li class=\"sc-99b3a5c-2 sc-99b3a5c-3 gwqDVB kuPALN\"><a class=\"sc-99b3a5c-0 eckruc\" title=\"Quiz\" href=\"\/quiz\"><span class=\"sc-99b3a5c-1 fgLGdv\">Quiz<\/span><\/a><\/li><li class=\"sc-99b3a5c-2 sc-99b3a5c-3 gwqDVB kuPALN\"><a class=\"sc-99b3a5c-0 eckruc\" title=\"Kino & Streaming\" href=\"\/kinostreaming\"><span class=\"sc-99b3a5c-1 fgLGdv\">Kino & Streaming<\/span><\/a><\/li><li class=\"sc-99b3a5c-2 sc-99b3a5c-3 gwqDVB kuPALN\"><a class=\"sc-99b3a5c-0 eckruc\" title=\"Digital\" href=\"\/digital\"><span class=\"sc-99b3a5c-1 fgLGdv\">Digital<\/span><\/a><\/li><li class=\"sc-99b3a5c-2 sc-99b3a5c-3 gwqDVB kuPALN\"><a class=\"sc-99b3a5c-0 eckruc\" title=\"Wissen\" href=\"\/wissen\"><span class=\"sc-99b3a5c-1 fgLGdv\">Wissen<\/span><\/a><\/li><li class=\"sc-99b3a5c-2 sc-99b3a5c-3 gwqDVB kuPALN\"><a class=\"sc-99b3a5c-0 eckruc\" title=\"Kochen mit FOOBY\" href=\"\/kochen\"><span class=\"sc-99b3a5c-1 fgLGdv\">Kochen mit FOOBY<\/span><\/a><\/li><li class=\"sc-99b3a5c-2 sc-99b3a5c-3 gwqDVB kuPALN\"><a class=\"sc-99b3a5c-0 eckruc\" title=\"Wettbewerbe\" href=\"\/wettbewerbe\"><span class=\"sc-99b3a5c-1 fgLGdv\">Wettbewerbe<\/span><\/a><\/li><li class=\"sc-99b3a5c-2 sc-99b3a5c-3 gwqDVB kuPALN\"><a class=\"sc-99b3a5c-0 eckruc\" title=\"Gutscheine\" href=\"https:\/\/gutscheine.20min.ch\"><span class=\"sc-99b3a5c-1 fgLGdv\">Gutscheine<\/span><\/a><\/li><li class=\"sc-99b3a5c-2 sc-99b3a5c-3 gwqDVB kuPALN\"><a class=\"sc-99b3a5c-0 eckruc\" title=\"Politik\" href=\"\/themen\/politik\"><span class=\"sc-99b3a5c-1 fgLGdv\">Politik<\/span><\/a><\/li><li class=\"sc-99b3a5c-2 sc-99b3a5c-3 gwqDVB kuPALN\"><a class=\"sc-99b3a5c-0 eckruc\" title=\"Alle Themen\" href=\"https:\/\/www.20min.ch\/themen\"><span class=\"sc-99b3a5c-1 fgLGdv\">Alle Themen<\/span><\/a><\/li><li class=\"sc-99b3a5c-2 sc-99b3a5c-3 gwqDVB kuPALN\"><a class=\"sc-99b3a5c-0 eckruc\" title=\"E-Paper\" target=\"_blank\" rel=\"noopener noreferrer\" href=\"https:\/\/epaper.20min.ch\"><span class=\"sc-99b3a5c-1 fgLGdv\">E-Paper<\/span><\/a><\/li><li class=\"sc-99b3a5c-2 sc-99b3a5c-3 gwqDVB kuPALN\"><a class=\"sc-99b3a5c-0 eckruc\" title=\"Live TV\" href=\"\/video\/live-tv\"><span class=\"sc-99b3a5c-1 fgLGdv\">Live TV<\/span><\/a><\/li><li class=\"sc-99b3a5c-2 sc-99b3a5c-3 gwqDVB 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iIeaQS\">|<\/span><a href=\"\/wirtschaft\" class=\"sc-46060ef-2 sc-46060ef-4 gJkAGz eeHRbX\">Wirtschaft<\/a><span class=\"sc-46060ef-5 iIeaQS\">|<\/span><\/div><h1 class=\"sc-46060ef-3 sc-46060ef-6 csIspw egCqAn\">Airbus A350 der Swiss: \u00abDas Design kann auf den ersten Blick \u00fcberfordern\u00bb<\/h1><\/section><div class=\"ContentPage_contentPage__YqKjN\"><div class=\"ContentPage_insideFullTopPlaceholder__g16GO\"><div id=\"\/23178153471\/de-20minuten.ch\/inside-full-top\/wirtschaft\" data-ad-unit-id=\"\/23178153471\/de-20minuten.ch\/inside-full-top\/wirtschaft\" style=\"justify-content:center;align-items:center;text-align:center;display:flex;height:100%;background-color:transparent\"><\/div><\/div><div class=\"ContentPage_outsideRight__P0Uvf\"><\/div><article class=\"Article_article__sV3bX Article_siteAreaNews__Frmfx\"><header class=\"Article_header__ckSlm\"><div class=\"Article_elementPublishdate__qcso_\"><div class=\"sc-d721210-0 glCzFI\"><span>Publiziert<\/span><time dateTime=\"2025-03-06T20:31:55+01:00\" class=\"sc-d721210-1 ldCIcW\">6. M\u00e4rz 2025, 20:31<\/time><\/div><\/div><div class=\"Article_elementTitle__9QPjy\"><h2><span>Airbus A350 der Swiss<span class=\"visually-hidden\" aria-hidden=\"true\" role=\"presentation\">: <\/span><\/span>\u00abDas Design kann auf den ersten Blick \u00fcberfordern\u00bb<\/h2><\/div><div class=\"Article_elementLead__N3pGr\"><p>Die Sonderlackierung des neuen Airbusses A350 der Swiss sorgt f\u00fcr Wirbel. Die Meinungen gehen weit auseinander.<\/p><\/div><div class=\"Article_elementAuthors__LsHcz\"><section class=\"sc-a49778d8-1 kNmdAC\"><div class=\"sc-a49778d8-0 cVViTd\"><div class=\"sc-3d7987c8-2 kbwEQu\"><div class=\"sc-b1f21c84-0 erNuh\"><a href=\"\/autoren\/84165759\/marcel-urech\" class=\"sc-b1f21c84-2 egfiIF\"><img alt=\"Marcel Urech\" src=\"https:\/\/media.20min.ch\/6\/image\/2024\/03\/10\/9d0551e3-5ad2-4eb2-81e2-1d3a72dd3a17.jpeg?auto=format%2Ccompress%2Cenhance&fit=crop&w=400&h=400&rect=0%2C0%2C404%2C404&crop=faces&s=dd090a2f49cd39277d8656438c5a6b83\" class=\"sc-b1f21c84-1 iTOvpR\"\/><\/a><\/div><div class=\"sc-3d7987c8-0 cWecBK\"><dt class=\"sc-3d7987c8-3 dvBbZq\">von<\/dt><div class=\"sc-3d7987c8-5 hogmkW\"><a href=\"\/autoren\/84165759\/marcel-urech\" class=\"sc-3d7987c8-8 fCLjyQ\"><dd class=\"sc-3d7987c8-4 kvzacp\">Marcel Urech<\/dd><\/a><\/div><\/div><\/div><\/div><\/section><\/div><\/header><section class=\"Article_body__60Liu\"><div class=\"Article_elementSlideshow__fbaGO\"><\/div><div class=\"Article_element__Tq_1s\"><div type=\"typeInfoboxSummary\" class=\"sc-92253cc8-0 kGbdVO undefined Default\" data-testid=\"InfoBox\"><div class=\"sc-92253cc8-1 sc-92253cc8-2 bGBSLI duFusH\"><h3>Swiss-Design: Darum gehts<\/h3><div class=\"sc-92253cc8-3 hknAoe\"><svg width=\"1em\" height=\"1em\" class=\"sc-b8528708-0 fFsCws\"><use href=\"\/_next\/static\/media\/sprite.d5961885.svg#boomerang\"><\/use><\/svg><\/div><\/div><div class=\"sc-92253cc8-1 sc-92253cc8-4 bGBSLI lcCaqX elementList\"><ul><li><p>Die Swiss nennt das Design \u00abeine fliegende Liebeserkl\u00e4rung an die Schweiz\u00bb.<\/p><\/li><li><p>\u00abIhr k\u00f6nnt noch so viel Swissness drauflegen, Swiss bleibt trotzdem Lufthansa\u00bb, urteilt ein User von 20 Minuten.<\/p><\/li><li><p>Eine Design-Expertin sagt, das Design sei abstrakt, so k\u00f6nne die Verbundenheit zur Marke leiden.<\/p><\/li><\/ul><\/div><\/div><\/div><div class=\"Article_elementTextblockarray__WNyan\"><p>Die Swiss hat den ersten von zehn neuen Airbussen A350 pr\u00e4sentiert. Das Flugzeug hat eine Sonderlackierung, die ikonische Orte in Bern, Basel, Genf, Locarno, Luzern, Montreux, St. Moritz, Wengen und Z\u00fcrich zeigt. Das Design ist laut Swiss \u00abeine fliegende Liebeserkl\u00e4rung an die Schweiz\u00bb.<\/p><\/div><div class=\"Article_elementSlideshow__fbaGO\"><\/div><div class=\"Article_elementTextblockarray__WNyan\"><p>In der 20-Minuten-Community sorgen die Sujets f\u00fcr Wirbel, die Meinungen sind gespalten. Hier einige der breit gef\u00e4cherten \u00c4usserungen:<\/p><\/div><div class=\"Article_element__Tq_1s\"><ul><li><p>\u00abIch finde die Idee gut, \u00fcber die Umsetzung kann man sich streiten.\u00bb (Roggy6o)<\/p><\/li><li><p>\u00abHui, was f\u00fcr ein sch\u00f6nes Fl\u00fc\u00fcgerli.\u00bb (Durchseher)<\/p><\/li><li><p>\u00abIch finde es cool.\u00bb (\u00d6lapal\u00f6ma88)<\/p><\/li><li><p>\u00abWas wirklich drauf geh\u00f6rt, hat nichts mit Geschmack zu tun, sondern mit Fakten: Trauerflor f\u00fcr Umwelt und Natur.\u00bb (FootsDump)<\/p><\/li><li><p>\u00abIhr k\u00f6nnt noch so viel Swissness drauflegen, Swiss bleibt trotzdem Lufthansa.\u00bb (UrsCH1960)<\/p><\/li><li><p>\u00abAuch mit einer Sonderlackierung ist die Swiss leider keine reine Schweizer Fluglinie mehr.\u00bb (Floppy12)<\/p><\/li><\/ul><\/div><div class=\"Article_elementCrosshead__b9pyw\"><h2 class=\"crosshead_crosshead__MxhCQ crosshead_siteAreaNews__x10eM crosshead_typeStandard__szEKi\" data-testid=\"Crosshead\">\u00abDas Design kann auf den ersten Blick \u00fcberfordern\u00bb<\/h2><\/div><div class=\"Article_elementTextblockarray__WNyan\"><p>Dana Sommerhalder, Mitgr\u00fcnderin der Agentur Sin Marketing, sagt auf Anfrage, dass das Design verschiedenen Trends folge und dem Puls der Zeit entspreche \u2013 abstrakte Retro-Designs seien angesagt.<\/p><\/div><div class=\"Article_elementPoll__0I_DP\"><div class=\"sc-c7badfe-0 ldhbtc\"><div class=\"sc-c7badfe-1 sc-c7badfe-2 jyrFy drGMUq\"><p>Gef\u00e4llt dir die Sonderlackierung?<\/p><\/div><div class=\"sc-c7badfe-1 sc-c7badfe-3 jyrFy gwdeAf\"><label><input name=\"103296287\" type=\"radio\" class=\"sc-c7badfe-4 jQczuo\"\/><span class=\"sc-c7badfe-9 bwIsay\"><span>Ja, sogar sehr.<\/span><span class=\"sc-c7badfe-7 cqemkj\"><\/span><\/span><\/label><label><input name=\"103296287\" type=\"radio\" class=\"sc-c7badfe-4 jQczuo\"\/><span class=\"sc-c7badfe-9 bwIsay\"><span>Ja, sieht gut aus.<\/span><span class=\"sc-c7badfe-7 cqemkj\"><\/span><\/span><\/label><label><input name=\"103296287\" type=\"radio\" class=\"sc-c7badfe-4 jQczuo\"\/><span class=\"sc-c7badfe-9 bwIsay\"><span>Geht so.<\/span><span class=\"sc-c7badfe-7 cqemkj\"><\/span><\/span><\/label><label><input name=\"103296287\" type=\"radio\" class=\"sc-c7badfe-4 jQczuo\"\/><span class=\"sc-c7badfe-9 bwIsay\"><span>Nein, eher nicht.<\/span><span class=\"sc-c7badfe-7 cqemkj\"><\/span><\/span><\/label><label><input name=\"103296287\" type=\"radio\" class=\"sc-c7badfe-4 jQczuo\"\/><span class=\"sc-c7badfe-9 bwIsay\"><span>Nein, \u00fcberhaupt nicht.<\/span><span class=\"sc-c7badfe-7 cqemkj\"><\/span><\/span><\/label><\/div><div class=\"sc-c7badfe-1 sc-c7badfe-5 jyrFy GTpCD\"><\/div><\/div><\/div><div class=\"Article_elementTextblockarray__WNyan\"><p>Der K\u00fcnstler fokussiere sich auf zeichnerische Elemente, die in sich oft minimalistisch, im Ganzen aber wie ein Wimmelbuch (maximalistisch) wirken. So k\u00f6nne das Design auf den ersten Blick \u00fcberfordernd wirken.<\/p><\/div><div class=\"Article_elementCrosshead__b9pyw\"><h2 class=\"crosshead_crosshead__MxhCQ crosshead_siteAreaNews__x10eM crosshead_typeStandard__szEKi\" data-testid=\"Crosshead\">Abstraktes Design statt Gesichter und Geschichten<\/h2><\/div><div class=\"Article_elementTextblockarray__WNyan\"><p>\u00abDas Design vermittelt sehr viele Elemente, die Menschen im In- und Ausland mit der Schweiz verbinden\u00bb, sagt Sommerhalder. Im Vergleich zu fr\u00fcheren Designs wie dem Peoples Plane (siehe Foto unten) fehle aber die Emotionalisierung: \u00abEin abstraktes Design ruft nie die gleiche Verbundenheit hervor wie Gesichter und Geschichten von realen Menschen.\u00bb<\/p><\/div><div class=\"Article_elementImage__A6J72\"><figure class=\"sc-d47814d6-4 YeebQ\"><div class=\"Image_imgContainer__a56Mx\" style=\"padding-bottom:56.25%\"><img src=\"https:\/\/image.20min.ch\/2025\/03\/06\/89cd139f-c7fe-4b29-8295-96c93a056ecb.jpeg?auto=format%2Ccompress%2Cenhance&fit=max&w=1200&h=1200&rect=0%2C0%2C2400%2C1349&s=1f76bf5e748424ebad05c451fc2c626f\" alt=\"2016 schm\u00fcckte die Swiss eine Boeing 777-300ER mit mehr als 2500 Portraits von Mitarbeitenden.\" title=\"2016 schm\u00fcckte die Swiss eine Boeing 777-300ER mit mehr als 2500 Portraits von Mitarbeitenden.\" srcSet=\"https:\/\/image.20min.ch\/2025\/03\/06\/89cd139f-c7fe-4b29-8295-96c93a056ecb.jpeg?auto=format%2Ccompress%2Cenhance&fit=max&w=400&h=400&rect=0%2C0%2C2400%2C1349&s=88becf5b47b2341e52a375e848b11b66 400w, https:\/\/image.20min.ch\/2025\/03\/06\/89cd139f-c7fe-4b29-8295-96c93a056ecb.jpeg?auto=format%2Ccompress%2Cenhance&fit=max&w=800&h=800&rect=0%2C0%2C2400%2C1349&s=3085c63c1a94b4c2fe4b83256f85d25a 800w, https:\/\/image.20min.ch\/2025\/03\/06\/89cd139f-c7fe-4b29-8295-96c93a056ecb.jpeg?auto=format%2Ccompress%2Cenhance&fit=max&w=1200&h=1200&rect=0%2C0%2C2400%2C1349&s=1f76bf5e748424ebad05c451fc2c626f 1200w, https:\/\/image.20min.ch\/2025\/03\/06\/89cd139f-c7fe-4b29-8295-96c93a056ecb.jpeg?auto=format%2Ccompress%2Cenhance&fit=max&w=1600&h=1600&rect=0%2C0%2C2400%2C1349&s=9d8c7c5426b48519635de91eba533276 1600w, https:\/\/image.20min.ch\/2025\/03\/06\/89cd139f-c7fe-4b29-8295-96c93a056ecb.jpeg?auto=format%2Ccompress%2Cenhance&fit=max&w=2001&h=2000&rect=0%2C0%2C2400%2C1349&s=47dc2afff6cb3e14d1a4edd73e48cd00 2001w\" width=\"1200\" height=\"675\"\/><div class=\"Image_fallback__F0rLe\" style=\"background-image:url('https:\/\/image.20min.ch\/2025\/03\/06\/89cd139f-c7fe-4b29-8295-96c93a056ecb.jpeg?auto=format%2Ccompress%2Cenhance&fit=max&w=800&h=800&rect=0%2C0%2C2400%2C1349&s=3085c63c1a94b4c2fe4b83256f85d25a')\"><\/div><\/div><figcaption class=\"sc-d47814d6-0 gVurjZ\"><span class=\"sc-d47814d6-2 bDLFoO\"><p>2016 schm\u00fcckte die Swiss eine Boeing 777-300ER mit mehr als 2500 Portraits von Mitarbeitenden.<\/p><\/span><span class=\"sc-d47814d6-3 bmEwwn\">Swiss<\/span><\/figcaption><\/figure><\/div><div class=\"Article_elementCrosshead__b9pyw\"><h2 class=\"crosshead_crosshead__MxhCQ crosshead_siteAreaNews__x10eM crosshead_typeStandard__szEKi\" data-testid=\"Crosshead\">\u00abDie Verbundenheit zur Marke leidet\u00bb<\/h2><\/div><div class=\"Article_elementTextblockarray__WNyan\"><p>Das f\u00fchre dazu, dass sich Menschen weniger mit einer Marke, einem Design oder einem Unternehmen identifizieren, wodurch diese weniger lange im Ged\u00e4chtnis bleiben \u2013 \u00abdie Verbundenheit zur Marke leidet\u00bb. Die abstrakten Symbole seien aber genau das, was sie von der Designwelt in der n\u00e4chsten Zeit erwarte, sagt Sommerhalder. Auch andere grosse Marken setzten zunehmend auf einfache, abstrakte Designs.<\/p><\/div><div class=\"Article_elementCrosshead__b9pyw\"><h2 class=\"crosshead_crosshead__MxhCQ crosshead_siteAreaNews__x10eM crosshead_typeStandard__szEKi\" data-testid=\"Crosshead\">Design muss zuerst wirken<\/h2><\/div><div class=\"Article_elementTextblockarray__WNyan\"><p>Das Design brauche Zeit, um zu wirken:\u00a0Ein Mensch k\u00f6nne unm\u00f6glich auf einen Blick alles wahrnehmen, was es zu sehen gebe. \u00abBringt eine grosse Marke ein neues Design auf den Markt, wird es immer Menschen geben, die sich nicht abgeholt f\u00fchlen oder denen das Design nicht gef\u00e4llt\u00bb, sagt Sommerhalder. Es seien aber bestimmt kreative K\u00f6pfe am Werk gewesen, die sich bestens mit dem Ziel und den Werten der Swiss auskennen. Aus diesem Blickwinkel betrachtet, passe das Design f\u00fcr die Swiss.<\/p><\/div><div class=\"Article_elementCrosshead__b9pyw\"><h2 class=\"crosshead_crosshead__MxhCQ crosshead_siteAreaNews__x10eM crosshead_typeStandard__szEKi\" data-testid=\"Crosshead\">Swiss hebt sich ab<\/h2><\/div><div class=\"Article_elementTextblockarray__WNyan\"><p>Auch Carole Ramuz, CEO der Agentur Brandsoul, \u00e4ussert sich: \u00abDie Frage nach gutem und schlechtem Design ist immer subjektiv.\u00bb Wichtig sei, dass das Design authentisch wirke und den gew\u00fcnschten Impact erziele. Die Geschichte der Liebeserkl\u00e4rung an die Schweiz passe gut zum Konzept.<\/p><\/div><div class=\"Article_elementAd__7Cafs\"><\/div><div class=\"Article_elementTextblockarray__WNyan\"><p>Bislang sei das Design von Swiss \u00absehr clean\u00bb\u00a0gewesen, mit klaren Linien und einfarbigen Elementen. Mit den neuen Sujets hebe sich Swiss ab und setze auf Farbe, das sei eine interessante Weiterentwicklung.<\/p><\/div><div class=\"Article_elementCrosshead__b9pyw\"><h2 class=\"crosshead_crosshead__MxhCQ crosshead_siteAreaNews__x10eM crosshead_typeStandard__szEKi\" data-testid=\"Crosshead\">Verstehen alle die Botschaft?<\/h2><\/div><div class=\"Article_elementTextblockarray__WNyan\"><p><strong><\/strong>\u00abDie Sujets unterst\u00fctzen die Geschichte, die Swiss erz\u00e4hlen m\u00f6chte\u00bb, sagt Ramuz. Sie seien aber sehr bunt und eher komplex. Es stelle sich die Frage, ob die Menschen wirklich alles verstehen. Als Schweizer k\u00f6nne man sich aber gut mit den Sujets identifizieren und auseinandersetzen.<\/p><\/div><div class=\"Article_elementTextblockarray__WNyan\"><p>Gerade f\u00fcr Ausl\u00e4nder seien die Sujets wohl schwer verst\u00e4ndlich, da sie nur wenige Schweizer Symbole kennen, wie das Matterhorn, den Jet d\u2019eau in Genf und Wilhelm Tell. M\u00f6glicherweise richte sich die Kampagne eher an die Schweizer Kundschaft und nicht zwingend an ausl\u00e4ndische G\u00e4ste.<\/p><\/div><div class=\"Article_element__Tq_1s\"><figure class=\"sc-d47814d6-4 YeebQ\"><figcaption class=\"sc-d47814d6-0 gVurjZ\"><\/figcaption><\/figure><\/div><div class=\"Article_element__Tq_1s\"><div type=\"typeInfoboxSummary\" class=\"sc-92253cc8-0 kGbdVO undefined Default\" data-testid=\"InfoBox\"><div class=\"sc-92253cc8-1 sc-92253cc8-2 bGBSLI duFusH\"><h3>Folgst du 20 Minuten Wirtschaft auf Whatsapp?<\/h3><div class=\"sc-92253cc8-3 hknAoe\"><svg width=\"1em\" height=\"1em\" class=\"sc-b8528708-0 fFsCws\"><use href=\"\/_next\/static\/media\/sprite.d5961885.svg#boomerang\"><\/use><\/svg><\/div><\/div><div class=\"sc-92253cc8-1 sc-92253cc8-4 bGBSLI lcCaqX elementTextblockarray\"><p>Hier kriegst du die aktuellsten News aus der Wirtschaftswelt und die heissesten Updates zu Konsumententhemen direkt auf dein Handy.<\/p><\/div><div class=\"sc-92253cc8-1 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Die Meinungen gehen weit auseinander.\",\"kickword\":{},\"styles\":{\"name\":\"Default\"},\"useEmbedUrl\":false},\"facebook\":{\"published\":\"2025-03-06T19:31:55.432Z\",\"updated\":\"2025-03-06T19:31:55.432Z\",\"mainCategoryName\":\"Wirtschaft\",\"mainCategoryFullUrlPath\":\"wirtschaft\",\"url\":\"\/story\/airbus-a350-der-swiss-das-design-kann-auf-den-ersten-blick-ueberfordern-103296287\",\"urlSlug\":\"airbus-a350-der-swiss-das-design-kann-auf-den-ersten-blick-ueberfordern\",\"openInNewWindow\":false,\"readingTime\":300,\"wordCount\":1078,\"settings\":{\"commentRisk\":\"high\",\"commentingEnabled\":true,\"sharingEnabled\":true,\"likesEnabled\":true,\"renderedInWebView\":false,\"publicationDateExposed\":true,\"adsEnabled\":true,\"allowRobots\":true,\"headDisabled\":false},\"authors\":[{\"publicUserId\":84165759,\"type\":\"user\",\"name\":\"Marcel Urech\",\"firstName\":\"Marcel\",\"lastName\":\"Urech\",\"shortName\":\"Marcel Urech\",\"twitterHash\":\"\",\"prolitterisId\":\"889979\",\"jobTitle\":\"\",\"userImage\":{\"id\":\"AW1dWEv7NEXU\",\"variants\":{\"400px\":{\"src\":\"https:\/\/media.20min.ch\/6\/image\/2024\/03\/10\/9d0551e3-5ad2-4eb2-81e2-1d3a72dd3a17.jpeg?auto=format%2Ccompress%2Cenhance\\u0026fit=max\\u0026w=400\\u0026h=400\\u0026rect=0%2C0%2C404%2C404\\u0026s=e526bbb108431b03f39275a19221388c\",\"avifSrc\":\"https:\/\/media.20min.ch\/6\/image\/2024\/03\/10\/9d0551e3-5ad2-4eb2-81e2-1d3a72dd3a17.jpeg?auto=format%2Ccompress%2Cenhance\\u0026fit=max\\u0026w=400\\u0026h=400\\u0026rect=0%2C0%2C404%2C404\\u0026fm=avif\\u0026s=b83fdcaf2c7ad5c24ee27e91017147d5\",\"maxWidth\":400,\"maxHeight\":400,\"width\":400,\"height\":400,\"aspectRatio\":1,\"mediaType\":\"image\/jpeg\",\"focusPoint\":{\"x\":0.5,\"y\":0.5}},\"fix400x400px\":{\"src\":\"https:\/\/media.20min.ch\/6\/image\/2024\/03\/10\/9d0551e3-5ad2-4eb2-81e2-1d3a72dd3a17.jpeg?auto=format%2Ccompress%2Cenhance\\u0026fit=crop\\u0026w=400\\u0026h=400\\u0026rect=0%2C0%2C404%2C404\\u0026crop=faces\\u0026s=dd090a2f49cd39277d8656438c5a6b83\",\"avifSrc\":\"https:\/\/media.20min.ch\/6\/image\/2024\/03\/10\/9d0551e3-5ad2-4eb2-81e2-1d3a72dd3a17.jpeg?auto=format%2Ccompress%2Cenhance\\u0026fit=crop\\u0026w=400\\u0026h=400\\u0026rect=0%2C0%2C404%2C404\\u0026crop=faces\\u0026fm=avif\\u0026s=429ed3bcd986ffc3badeae82b3b4b4a2\",\"maxWidth\":400,\"maxHeight\":400,\"width\":400,\"height\":400,\"aspectRatio\":1,\"mediaType\":\"image\/jpeg\",\"focusPoint\":{\"x\":0.5,\"y\":0.5}}}},\"shortBiography\":{\"text\":\"\",\"elements\":[{\"type\":\"textBlockArray\",\"items\":[]}]},\"longBiography\":{\"text\":\"Marcel ist seit \u00fcber 15 Jahren Journalist und seit 2021 bei 20 Minuten. 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Das Flugzeug hat eine Sonderlackierung, die ikonische Orte in Bern, Basel, Genf, Locarno, Luzern, Montreux, St. Moritz, Wengen und Z\u00fcrich zeigt. Das Design ist laut Swiss \u00abeine fliegende Liebeserkl\u00e4rung an die 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ist Gastgeber einer der weltweit prestigetr\u00e4chtigsten und einflussreichsten Kunstmessen \u2013 der Art Basel. 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\\u003c\/strong\\u003eist Sitz zahlreicher globaler Organisationen, darunter die UNO. Das Wahrzeichen der Stadt, der Jet d\u2019Eau, pr\u00e4gt das Panorama des Genfersees. Beide Bauwerke sind auf der Lackierung zu sehen.\",\"elements\":[{\"type\":\"textBlockArray\",\"items\":[{\"type\":\"htmlTextItem\",\"htmlText\":\"\\u003cstrong\\u003eGenf \\u003c\/strong\\u003eist Sitz zahlreicher globaler Organisationen, darunter die UNO. Das Wahrzeichen der Stadt, der Jet d\u2019Eau, pr\u00e4gt das Panorama des Genfersees. Beide Bauwerke sind auf der Lackierung zu sehen.\"}]}]}},\"caption\":{\"text\":\"\\u003cstrong\\u003eGenf \\u003c\/strong\\u003eist Sitz zahlreicher globaler Organisationen, darunter die UNO. Das Wahrzeichen der Stadt, der Jet d\u2019Eau, pr\u00e4gt das Panorama des Genfersees. Beide Bauwerke sind auf der Lackierung zu sehen.\",\"elements\":[{\"type\":\"textBlockArray\",\"items\":[{\"type\":\"htmlTextItem\",\"htmlText\":\"\\u003cstrong\\u003eGenf \\u003c\/strong\\u003eist Sitz zahlreicher globaler Organisationen, darunter die UNO. Das Wahrzeichen der Stadt, der Jet d\u2019Eau, pr\u00e4gt das Panorama des Genfersees. Beide Bauwerke sind auf der Lackierung zu sehen.\"}]}]},\"type\":\"image\"}]}},{\"type\":\"textBlockArray\",\"items\":[{\"type\":\"htmlTextItem\",\"htmlText\":\"In der 20-Minuten-Community sorgen die Sujets f\u00fcr Wirbel, die Meinungen sind gespalten. Hier einige der breit gef\u00e4cherten \u00c4usserungen:\"}]},{\"type\":\"list\",\"listType\":\"unordered\",\"listItems\":[{\"type\":\"textBlockArray\",\"items\":[{\"type\":\"htmlTextItem\",\"htmlText\":\"\u00abIch finde die Idee gut, \u00fcber die Umsetzung kann man sich streiten.\u00bb (Roggy6o)\"}]},{\"type\":\"textBlockArray\",\"items\":[{\"type\":\"htmlTextItem\",\"htmlText\":\"\u00abHui, was f\u00fcr ein sch\u00f6nes Fl\u00fc\u00fcgerli.\u00bb (Durchseher)\"}]},{\"type\":\"textBlockArray\",\"items\":[{\"type\":\"htmlTextItem\",\"htmlText\":\"\u00abIch finde es cool.\u00bb (\u00d6lapal\u00f6ma88)\"}]},{\"type\":\"textBlockArray\",\"items\":[{\"type\":\"htmlTextItem\",\"htmlText\":\"\u00abWas wirklich drauf geh\u00f6rt, hat nichts mit Geschmack zu tun, sondern mit Fakten: Trauerflor f\u00fcr Umwelt und Natur.\u00bb (FootsDump)\"}]},{\"type\":\"textBlockArray\",\"items\":[{\"type\":\"htmlTextItem\",\"htmlText\":\"\u00abIhr k\u00f6nnt noch so viel Swissness drauflegen, Swiss bleibt trotzdem Lufthansa.\u00bb (UrsCH1960)\"}]},{\"type\":\"textBlockArray\",\"items\":[{\"type\":\"htmlTextItem\",\"htmlText\":\"\u00abAuch mit einer Sonderlackierung ist die Swiss leider keine reine Schweizer Fluglinie mehr.\u00bb (Floppy12)\"}]}]},{\"type\":\"crosshead\",\"htmlText\":\"\u00abDas Design kann auf den ersten Blick \u00fcberfordern\u00bb\",\"style\":{}},{\"type\":\"textBlockArray\",\"items\":[{\"type\":\"htmlTextItem\",\"htmlText\":\"Dana Sommerhalder, Mitgr\u00fcnderin der Agentur Sin Marketing, sagt auf Anfrage, dass das Design verschiedenen Trends folge und dem Puls der Zeit entspreche \u2013 abstrakte Retro-Designs seien angesagt.\"}]},{\"type\":\"poll\",\"question\":{\"type\":\"pollItem\",\"id\":\"doc-1ilm1ruik11\",\"text\":{\"type\":\"textBlockArray\",\"items\":[{\"type\":\"htmlTextItem\",\"htmlText\":\"Gef\u00e4llt dir die Sonderlackierung?\"}]}},\"answers\":[{\"type\":\"pollItem\",\"id\":\"doc-1ilm1ruik11.doc-1ilm1ruik12\",\"text\":{\"type\":\"textBlockArray\",\"items\":[{\"type\":\"htmlTextItem\",\"htmlText\":\"Ja, sogar sehr.\"}]}},{\"type\":\"pollItem\",\"id\":\"doc-1ilm1ruik11.doc-1ilm6200a0\",\"text\":{\"type\":\"textBlockArray\",\"items\":[{\"type\":\"htmlTextItem\",\"htmlText\":\"Ja, sieht gut aus.\"}]}},{\"type\":\"pollItem\",\"id\":\"doc-1ilm1ruik11.doc-1ilm621360\",\"text\":{\"type\":\"textBlockArray\",\"items\":[{\"type\":\"htmlTextItem\",\"htmlText\":\"Geht so.\"}]}},{\"type\":\"pollItem\",\"id\":\"doc-1ilm1ruik11.doc-1ilm626vk0\",\"text\":{\"type\":\"textBlockArray\",\"items\":[{\"type\":\"htmlTextItem\",\"htmlText\":\"Nein, eher nicht.\"}]}},{\"type\":\"pollItem\",\"id\":\"doc-1ilm1ruik11.doc-1ilm63uus0\",\"text\":{\"type\":\"textBlockArray\",\"items\":[{\"type\":\"htmlTextItem\",\"htmlText\":\"Nein, \u00fcberhaupt nicht.\"}]}}]},{\"type\":\"textBlockArray\",\"items\":[{\"type\":\"htmlTextItem\",\"htmlText\":\"Der K\u00fcnstler fokussiere sich auf zeichnerische Elemente, die in sich oft minimalistisch, im Ganzen aber wie ein Wimmelbuch (maximalistisch) wirken. So k\u00f6nne das Design auf den ersten Blick \u00fcberfordernd wirken.\"}]},{\"type\":\"crosshead\",\"htmlText\":\"Abstraktes Design statt Gesichter und Geschichten\",\"style\":{}},{\"type\":\"textBlockArray\",\"items\":[{\"type\":\"htmlTextItem\",\"htmlText\":\"\u00abDas Design vermittelt sehr viele Elemente, die Menschen im In- und Ausland mit der Schweiz verbinden\u00bb, sagt Sommerhalder. Im Vergleich zu fr\u00fcheren Designs wie dem Peoples Plane (siehe Foto unten) fehle aber die Emotionalisierung: \u00abEin abstraktes Design ruft nie die gleiche Verbundenheit hervor wie Gesichter und Geschichten von realen Menschen.\u00bb\"}]},{\"type\":\"image\",\"image\":{\"id\":\"85oBsVVNsW3y\",\"caption\":{\"text\":\"2016 schm\u00fcckte die Swiss eine Boeing 777-300ER mit mehr als 2500 Portraits von Mitarbeitenden.\",\"elements\":[{\"type\":\"textBlockArray\",\"items\":[{\"type\":\"htmlTextItem\",\"htmlText\":\"2016 schm\u00fcckte die Swiss eine Boeing 777-300ER mit mehr als 2500 Portraits von Mitarbeitenden.\"}]}]},\"credit\":\"Swiss\",\"suffix\":\"jpeg\",\"variants\":{\"400px\":{\"src\":\"https:\/\/image.20min.ch\/2025\/03\/06\/89cd139f-c7fe-4b29-8295-96c93a056ecb.jpeg?auto=format%2Ccompress%2Cenhance\\u0026fit=max\\u0026w=400\\u0026h=400\\u0026rect=0%2C0%2C2400%2C1349\\u0026s=88becf5b47b2341e52a375e848b11b66\",\"avifSrc\":\"https:\/\/image.20min.ch\/2025\/03\/06\/89cd139f-c7fe-4b29-8295-96c93a056ecb.jpeg?auto=format%2Ccompress%2Cenhance\\u0026fit=max\\u0026w=400\\u0026h=400\\u0026rect=0%2C0%2C2400%2C1349\\u0026fm=avif\\u0026s=d6a2ccedbac9484b6803a58e59d4b1ec\",\"maxWidth\":400,\"maxHeight\":400,\"width\":400,\"height\":225,\"aspectRatio\":1.7777777777777777,\"mediaType\":\"image\/jpeg\",\"focusPoint\":{\"x\":0.5,\"y\":0.5}},\"800px\":{\"src\":\"https:\/\/image.20min.ch\/2025\/03\/06\/89cd139f-c7fe-4b29-8295-96c93a056ecb.jpeg?auto=format%2Ccompress%2Cenhance\\u0026fit=max\\u0026w=800\\u0026h=800\\u0026rect=0%2C0%2C2400%2C1349\\u0026s=3085c63c1a94b4c2fe4b83256f85d25a\",\"avifSrc\":\"https:\/\/image.20min.ch\/2025\/03\/06\/89cd139f-c7fe-4b29-8295-96c93a056ecb.jpeg?auto=format%2Ccompress%2Cenhance\\u0026fit=max\\u0026w=800\\u0026h=800\\u0026rect=0%2C0%2C2400%2C1349\\u0026fm=avif\\u0026s=e707b9271329da22933b021fdd90653d\",\"maxWidth\":800,\"maxHeight\":800,\"width\":800,\"height\":450,\"aspectRatio\":1.7777777777777777,\"mediaType\":\"image\/jpeg\",\"focusPoint\":{\"x\":0.5,\"y\":0.5}},\"1200px\":{\"src\":\"https:\/\/image.20min.ch\/2025\/03\/06\/89cd139f-c7fe-4b29-8295-96c93a056ecb.jpeg?auto=format%2Ccompress%2Cenhance\\u0026fit=max\\u0026w=1200\\u0026h=1200\\u0026rect=0%2C0%2C2400%2C1349\\u0026s=1f76bf5e748424ebad05c451fc2c626f\",\"avifSrc\":\"https:\/\/image.20min.ch\/2025\/03\/06\/89cd139f-c7fe-4b29-8295-96c93a056ecb.jpeg?auto=format%2Ccompress%2Cenhance\\u0026fit=max\\u0026w=1200\\u0026h=1200\\u0026rect=0%2C0%2C2400%2C1349\\u0026fm=avif\\u0026s=3f37afa3c9c667da30f490e7940ad5fb\",\"maxWidth\":1200,\"maxHeight\":1200,\"width\":1200,\"height\":675,\"aspectRatio\":1.7777777777777777,\"mediaType\":\"image\/jpeg\",\"focusPoint\":{\"x\":0.5,\"y\":0.5}},\"1600px\":{\"src\":\"https:\/\/image.20min.ch\/2025\/03\/06\/89cd139f-c7fe-4b29-8295-96c93a056ecb.jpeg?auto=format%2Ccompress%2Cenhance\\u0026fit=max\\u0026w=1600\\u0026h=1600\\u0026rect=0%2C0%2C2400%2C1349\\u0026s=9d8c7c5426b48519635de91eba533276\",\"avifSrc\":\"https:\/\/image.20min.ch\/2025\/03\/06\/89cd139f-c7fe-4b29-8295-96c93a056ecb.jpeg?auto=format%2Ccompress%2Cenhance\\u0026fit=max\\u0026w=1600\\u0026h=1600\\u0026rect=0%2C0%2C2400%2C1349\\u0026fm=avif\\u0026s=93fdfb39a77bffb8fbd0ee7333534826\",\"maxWidth\":1600,\"maxHeight\":1600,\"width\":1600,\"height\":899,\"aspectRatio\":1.7797552836484982,\"mediaType\":\"image\/jpeg\",\"focusPoint\":{\"x\":0.5,\"y\":0.5}},\"2000px\":{\"src\":\"https:\/\/image.20min.ch\/2025\/03\/06\/89cd139f-c7fe-4b29-8295-96c93a056ecb.jpeg?auto=format%2Ccompress%2Cenhance\\u0026fit=max\\u0026w=2001\\u0026h=2000\\u0026rect=0%2C0%2C2400%2C1349\\u0026s=47dc2afff6cb3e14d1a4edd73e48cd00\",\"avifSrc\":\"https:\/\/image.20min.ch\/2025\/03\/06\/89cd139f-c7fe-4b29-8295-96c93a056ecb.jpeg?auto=format%2Ccompress%2Cenhance\\u0026fit=max\\u0026w=2001\\u0026h=2000\\u0026rect=0%2C0%2C2400%2C1349\\u0026fm=avif\\u0026s=65d35edfe6765dbc7e3bd2337d2e5708\",\"maxWidth\":2001,\"maxHeight\":2000,\"width\":2001,\"height\":1125,\"aspectRatio\":1.7786666666666666,\"mediaType\":\"image\/jpeg\",\"focusPoint\":{\"x\":0.5,\"y\":0.5}},\"small\":{\"src\":\"https:\/\/image.20min.ch\/2025\/03\/06\/89cd139f-c7fe-4b29-8295-96c93a056ecb.jpeg?auto=format%2Ccompress%2Cenhance\\u0026fit=max\\u0026w=400\\u0026h=400\\u0026rect=0%2C0%2C2400%2C1349\\u0026s=88becf5b47b2341e52a375e848b11b66\",\"avifSrc\":\"https:\/\/image.20min.ch\/2025\/03\/06\/89cd139f-c7fe-4b29-8295-96c93a056ecb.jpeg?auto=format%2Ccompress%2Cenhance\\u0026fit=max\\u0026w=400\\u0026h=400\\u0026rect=0%2C0%2C2400%2C1349\\u0026fm=avif\\u0026s=d6a2ccedbac9484b6803a58e59d4b1ec\",\"maxWidth\":400,\"maxHeight\":400,\"width\":400,\"height\":225,\"aspectRatio\":1.7777777777777777,\"mediaType\":\"image\/jpeg\",\"focusPoint\":{\"x\":0.5,\"y\":0.5}},\"big\":{\"src\":\"https:\/\/image.20min.ch\/2025\/03\/06\/89cd139f-c7fe-4b29-8295-96c93a056ecb.jpeg?auto=format%2Ccompress%2Cenhance\\u0026fit=max\\u0026w=1200\\u0026h=1200\\u0026rect=0%2C0%2C2400%2C1349\\u0026s=1f76bf5e748424ebad05c451fc2c626f\",\"avifSrc\":\"https:\/\/image.20min.ch\/2025\/03\/06\/89cd139f-c7fe-4b29-8295-96c93a056ecb.jpeg?auto=format%2Ccompress%2Cenhance\\u0026fit=max\\u0026w=1200\\u0026h=1200\\u0026rect=0%2C0%2C2400%2C1349\\u0026fm=avif\\u0026s=3f37afa3c9c667da30f490e7940ad5fb\",\"maxWidth\":1200,\"maxHeight\":1200,\"width\":1200,\"height\":675,\"aspectRatio\":1.7777777777777777,\"mediaType\":\"image\/jpeg\",\"focusPoint\":{\"x\":0.5,\"y\":0.5}}},\"maxAspectRatio\":1.68}},{\"type\":\"crosshead\",\"htmlText\":\"\u00abDie Verbundenheit zur Marke leidet\u00bb\",\"style\":{}},{\"type\":\"textBlockArray\",\"items\":[{\"type\":\"htmlTextItem\",\"htmlText\":\"Das f\u00fchre dazu, dass sich Menschen weniger mit einer Marke, einem Design oder einem Unternehmen identifizieren, wodurch diese weniger lange im Ged\u00e4chtnis bleiben \u2013 \u00abdie Verbundenheit zur Marke leidet\u00bb. Die abstrakten Symbole seien aber genau das, was sie von der Designwelt in der n\u00e4chsten Zeit erwarte, sagt Sommerhalder. Auch andere grosse Marken setzten zunehmend auf einfache, abstrakte Designs.\"}]},{\"type\":\"crosshead\",\"htmlText\":\"Design muss zuerst wirken\",\"style\":{}},{\"type\":\"textBlockArray\",\"items\":[{\"type\":\"htmlTextItem\",\"htmlText\":\"Das Design brauche Zeit, um zu wirken:\u00a0Ein Mensch k\u00f6nne unm\u00f6glich auf einen Blick alles wahrnehmen, was es zu sehen gebe. \u00abBringt eine grosse Marke ein neues Design auf den Markt, wird es immer Menschen geben, die sich nicht abgeholt f\u00fchlen oder denen das Design nicht gef\u00e4llt\u00bb, sagt Sommerhalder. Es seien aber bestimmt kreative K\u00f6pfe am Werk gewesen, die sich bestens mit dem Ziel und den Werten der Swiss auskennen. 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