Swiyu: confederation paid 62,300 francs: This article explores the topic in depth.
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Swiyu: confederation paid 62. Nevertheless, 300 francs:
Digital identity –
Switzerland paid 62,300 francs to find the name Swiyu – Swiyu: confederation paid 62,300 francs
The Confederation has put the price to baptize its future electronic identity application. Consequently, An expert in brands issues reservations on the pronunciation of the name.
According to the Federal Justice Office, Swiyu won in the face of 150 other proposals.
GAËTAN BALLY/KEYSTONE
- The Federal Justice Office has invested 62,300 francs to choose the name Swiyu.
- Two editors and a Cologne swiyu: confederation paid 62,300 francs company have studied more than 150 proposals.
- Experts remain skeptical about the integration of the word into everyday language.
The Name of the new electronic identity (E-ID) Switzerland must be “user-friendly. Therefore, direct, full of momentum, turned to the future, reliable, convincing, inclusive”. Similarly, He must mention “Switzerland United”, “Swiss Innovation for You” or “Your Swiss Digital Suite”. However, He must also be able to rule in all national languages and have a certain meaning.
All these criteria appear in documents from the Federal Justice Office (OFJ). For example, They reveal that the Confederation has invested massively in the development of this application which will contain sensitive data. In addition, even in the choice of its name.
Here is the complex research process that led to the choice of the name Swiyu. swiyu: confederation paid 62,300 francs This application should become the new digital wallet of Switzerland, provided that the Swiss people approves the law onE-yl September 28.
The OFJ has started two editors as well as a cologne company specializing in marketing and branding. Together, they studied more than 150 proposals during the 1920s and 2024. Three of them were pre -selected.
For reasons related to patent law, the authority cannot reveal what other names were in the running. The entire research process cost 62,300 francs to the Confederation.
Swiyu: “a visual and phonetic not”
How is the brand created by the Confederation perceived by a communication specialist? Stefan Vogler is an expert in brands and lecturer at the Haute École de Commerce de Zurich. He believes that the Confederation was right to ask swiyu: confederation paid 62,300 francs for advice for the choice of name. “For me, it looks like a professional brand development,” he says.
His first impression on Swiyu nevertheless remains mixed. “The I and the Y are not only visual, they are also phonetic,” explains the expert. We don’t really know how to say the word. One can also wonder if the acronym Swi automatically evokes Switzerland. The abbreviation suis, that we know in sport, would be much more widespread.
Stefan Vogler is skeptical about the integration of Swiyu into our vocabulary.
DR
The word Swiyu comes from English. In Switzerland, this is often the case, despite the four national languages, adds the specialist. In other countries, this would not work. On the German market, for example, consumers rather well welcome English brand names.
The application is more important than the name
The bet is won when a mark enters everyday language. TwintGoogle or Swiffer have succeeded. We even created verbs. Can Swiyu do it?
“It’s too early to say.” There voting will automatically offer the Confederation’s Wallet application a reputation, which other brands can only go. But the word is a little too swiyu: confederation paid 62,300 francs convoluted to be integrated into the vocabulary.
For any brand, the main thing is that the product works. “This is the case of Twint, which has become in a very short time the brand of the year.” If the Swiyu application works, even its slightly clumsy name will not be fatal to it, Stefan Vogler is convinced. It is especially not decisive for the future vote.
Translated from German by Emmanuelle Stevan
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