The company’s visual identity was redesigned with a new color palette composed of black, matte gold and shades of beige that evoke sensations of confidential luxury. Swiss International was chosen as the typeface in reference to Switzerland’s timelessness and thoroughness. The new company logo combines a star (the symbol of exclusivity), the number “1” (for “First”), and an arrow (for movement) into a graphic element that is complimented by a faceted texture. This new icon is elegantly applied to all corporate materials, including business cards, the website and staff uniforms, ultimately positioning First as both accessible and internationally exclusive.
