Situated in the very south of Switzerland, right at the border with Italy and only 50 km away from Milan, with its mix of cultures, Lugano represents a very atypical destination within Switzerland: palm trees, olive oil, mediterranean weather and cuisine can all be found in a safe, quiet and efficient Swiss context. The brand essence that emerged from this context is "differently Swiss" which has been translated visually in an alteration of the Swiss flag to form the letter "L" for Lugano. The branding process included the creation of a graphic system that aims at displaying the variety of the regional offer. The offer has been re-organized in 12 different categories and for each category has been created a specific font in order to give different connotations to the letter "L" of Lugano. This allows to stress the concept that is used to define the brand symbol while, at the same time, it expresses the many manifestations of a single reality: a place where each resident or visitor can find his own personal way of living it.