Toblerone is Changing its Iconic Logo

Toblerone
Photo by Morgan Thompson on Unsplash

Toblerones have become as synonymous with their unique prism shape as their distinctive logo featuring the Matterhorn. The mountain, which forms part of the Swiss Alps, has served as a beacon for the chocolate which originated in the Swiss city of Bern.

But, with Toblerone changing its manufacturing location, the logo has become collateral. 

It was announced last year that the company which owns the prism-shaped confectionary, Mondelez, will be moving production to Slovakia in an attempt to cut costs. Bratislava is already where the American producer manufactures Milka and Suchard chocolates.

Although the move may help with production costs and keeping up with demand, it has meant that Toblerone will lose two characteristic elements of its packaging. 

Once the relocation has officially taken place, Toblerone will no longer be allowed to include the phrase, “Swiss-made”. Instead, it will state, “Established in Switzerland”.

Another aspect that has been forced to go is the iconic Matterhorn. Laws in Switzerland prohibit using any national symbol on products manufactured in other countries.

Mondelez says that the new packaging will feature a “modernized and streamlined mountain logo that aligns with the geometric and triangular aesthetic,” as well as a new typeface. 

The famous bear in the mountain will, however, be sticking around.