Liechtenstein is conscious of the fact that it must position itself effectively in the competition for international business locations of the future. For this reason, a logo has been created to represent "Liechtenstein as a brand." It is intended that sponsors and promoters from Liechtenstein, acting as "ambassadors", should be able to use the Liechtenstein logo and the Liechtenstein brand to sharpen the perception of the country.
A uniform Liechtenstein logo promotes and strengthens the public image of Liechtenstein. The use of the logo leads to better identification with Liechtenstein and with the objectives set out in the mission statement, in order to position Liechtenstein in the world. Linked to this is the further objective of making Liechtenstein both more instantly recognisable and clearly identifiable abroad.
Liechtenstein broke fresh ground when creating this new logo. The government called for competitive tenders from graphic and advertising agencies in Liechtenstein and Europe. It was specified that the new word-and-figurative mark should present Liechtenstein as a friendly and dynamic country. As a visual representation, the new logo was required to embody fundamental principles of the nation of Liechtenstein such as self-determination, security and humanism. At the same time it should translate values such as independence, compassion and NATIONAL IDENTITY as well as the fact that the country is an easily manageable size. From a creative perspective, it was specified that only the national colours of red, blue and gold were to be used.
In early 2012, under the chairmanship of the hereditary prince, H.S.H. Alois von Liechtenstein, a professional jury initially selected the five best designs. These five finalists were then made the subject of a poll in which all citizens of Liechtenstein aged 14 years and over could participate. The winning logo received 43.8% of the vote on a turnout of almost one half of the citizens of Liechtenstein over the age of 14. The new Liechtenstein logo was officially launched on 1 May 2012.
The winning logo was designed by Marc Weymann, a Liechtenstein national, who was working as a graphic designer and typographer in London at the time of the competition. The designers own thoughts on the new brand representation are as follows: "I was keen to create a symbol which would give all Liechtenstein citizens as many points of contact as possible with their own personal identification, starting with the familiar national colours, which are displayed in a new and dynamic form. The inward profile of the letter L, which follows the shape of the country, is probably a familiar contour to many people. The calligraphic L represents tradition in a high-quality permutation and therefore the combination of technology and craftsmanship values with which the people of Liechtenstein feel they are associated. And last but not least, the crown, which symbolises the Principality for many people, both nationally and abroad." (Source: Information and Communication Unit)