Swiss International Air Lines AG (short Swiss) is the flag carrier!6] airline of Swit- zerland operating scheduled services in Europe and to North America, South America, Africa and Asia. Its main hub is Zurich Airport (ZRH). The airline was formed after the 2002 bankruptcy of Swissair, Switzerland's former flag carrier. The first couple of years were experimental for the company. They didn't have a stand- ardized logo and in fact they weren't always called Swissair in print: sometimes they were Swiss Airlines, Switzerland Air. The symbi ofcourse is a representation of switzerland so its simple but has a nation behind it not just a brand or a name. The typeface is bold, strong dynamic and reflects a good strong position.