The Swiss news agency SDA/ATS was founded in the late 19th century. The full names behind the abbreviations are Schweizerische Depeschenagentur in German, Agence Télégraphique Suisse in French and Agenzia telegrafica svizzera in Italian. Yesterday, June 22, SDA/ATS unveiled a new corporate identity. It had been created with Zurich design agency Lumina.
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| Previous logo. |
The agency claims its previous logo was introduced in the 1970s, and that certainly sounds believable. Its distinct "retro look" was considered "old-fashioned and boring".
While the old logo combined the German and the French/Italian abbreviations into one wordmark, there will now be separate logos for the three national languages. The logos combine a lowercase wordmark (sda or ats), a red bar and a tagline which means "The News Source". The red bar is used as a link between the wordmark and the tagline, and reinforces the agency's "Swissness" by using the same red colour as the Swiss flag.
There are also new logos for different SDA/ATS divisions (news, sports, IT and sales).
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