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Reinvention of an Icon Baur au Lac Reloading 2.0

The "Baur au Lac Reloading" adventure, the largest renovation project in the recent history of Baur au Lac, began just over a year ago. On the blog of the same name, we gave exciting insights into the "make-over" process every week. Since July, our lobby, the forecourt and the terrace have been gleaming in new shapes and colours. Inspired by this, the Baur au Lac brand identity is now also to receive a new coat of paint. And once again, we want to creatively document this transformation and provide exclusive insights behind the scenes.


Prologue: Back to the beginning

Our rebranding journey began back in March this year in the Baur au Lac archives. We immersed ourselves in over 178 years of hotel history. From historical postcards, posters, menu cards and brochures, a vision gradually emerged of what our new brand identity could look like. You can find out more in the following chapters.

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Chapter 1 I A lion makes its own way

As Zurich's heraldic animal, it already adorned the hotel logo over 100 years ago. It symbolizes the Baur au Lac's connection to its surroundings, the heart of Zurich. So it goes without saying that the lion is also to be found in the new branding. It has established itself over the years in such a way that it can now independently represent the Baur au Lac in the form of an emblem. Detached from the logo lettering, he now adds the finishing touches to selected applications with a freshly styled mane and polished shield.

Chapter 2 I A tin marks the beginning

Probably the most exciting moment of any rebranding journey is when you get to hold the first item featuring the new look & feel in your hands. In our case, this moment coincided exactly with the launch of our own Prunier Osietra Caviar. So it happens that the gold-colored tins are now the first Baur au Lac article to be adorned with the new logo.  

Our new wordmark reflects our commitment to quality and a great appreciation for craftsmanship. Drawing direct inspiration from the archive, the serif letterforms (Baur & Lac) signal the eccentricities of the original ‘Baur au Lac’ signs and root in the identity of Baur au Lac’s history. In contrast the ‘AU’ is presented in sans serif letterforms signalling modernity and duality between the old and new.



Chapter 3 I diving into the blue

Picking our new colour palette was relatively easy. No colour represents the Baur au Lac better than blue. The shimmering blue tones of Lake Zurich already inspired the hotel's appearance in earlier times, as can be seen in various archive discoveries. The new colour palette ranges from a delicate light blue to a luminous medium blue to a rich deep blue. A splash of bright red, in reference to the Swiss flag, is used in very select applications to bring energy to the palette.

Chapter 4 I falling out of frame 

Continuing our captivating rebranding journey, we have been drawing inspiration not only from archive finds which stood the test of times, but also from the architectonic beauty that surrounds us daily at Baur au Lac. The classy and simplistic forms cultivated in the architecture of the lobby, Le Hall and the staircase now enhance selected stationary items. For instance, the handwritten welcome cards, which await our guests upon arrival. Keep an eye for these architectural details the next time you visit us…