Toblerone Logo Gets An Update Due to Swiss Law (2023)

Toblerone, a well-known chocolate brand recognized for its iconic Matterhorn logo, is dropping the image due to Swiss laws. The logo has been used on Toblerone’s packaging for years and was inspired by the mountains in the Swiss city of Berne, where the company was created in 1908.

However, since Toblerone is moving part of its production facility to Slovakia this year to cut costs, Swiss laws prohibits the use of the logo. As a result, the company confirmed in March that they could no longer use the logo on their packaging, and it would be leaving their company for good.

The company decided to drop the iconic logo due to the violation of Switzerland’s “Swissness Act.” As the company is moving some of its production to Slovakia, it fails to meet the specific criteria for using Swiss symbols.

The act states that products cannot be labeled as “Swiss-made” if they do not meet the requirements. Although the company has announced that some of the Toblerone bars will still be produced in Switzerland, the move still violates Swiss law.

As a result, the logo cannot continue to be used, as the chocolate will no longer be entirely made in Switzerland.

The Swissness Act, established in 2017, aims to prevent the sale of counterfeit products by prohibiting the use of significant Swiss landmarks on packaging.

Unfortunately, the majestic mountain, which has become a recognizable symbol for Toblerone, falls under this category. As a result, the brand is required to adjust its packaging to comply with the legislation.

A spokesperson for Mondelez acknowledged the legal reasons behind the changes in their manufacturing process. 

Toblerone will redesign its packaging, which will feature a modernized and streamlined mountain logo consistent with the geometric and triangular aesthetic.

The company has stated that the new packaging will reflect Toblerone’s heritage, with the font and brand logo inspired by the Toblerone archives and including the signature of the founder Tobler.

Overall, the redesign will aim to maintain the brand’s iconic status while also updating it for a modern audience.

The anticipated change in packaging and typeface for Toblerone has caused concern among some about the brand’s future.

However, we believe that the change will not have a significant negative impact on the company. Toblerone has a loyal and global fanbase that has supported them for over a century, and we are confident that the delicious Swiss chocolate infused with honey and almond nougat will remain unchanged.

Long-time fans can rest assured that they will still be able to enjoy the same great taste they have loved for so many years.