The Liechtenstein brand brings together strong partners under one roof. It unites business, tourism, culture, and society into a vibrant network. Through their contributions, these partners help shape Liechtenstein’s positive image abroad. At the same time, the brand lends their activities additional visibility, appeal, and impact. This creates a powerful synergy that positions Liechtenstein as a distinctive, high-quality, and attractive destination.

The brand elements of the Liechtenstein brand consist of three components:

• Word and design mark
• Special characters
• Design elements

The brand's design elements include colors, typography, imagery, illustrations, and the layout.

The Liechtenstein brand exists in two forms: the word and design mark and the super sign. Their respective uses are clearly defined and are based on the brand architecture established by Liechtenstein Marketing.

Word and Design Mark The word and design mark consists of a curved “L” topped with a princely hat and the word “Liechtenstein.” The word and design mark is always used when communicating the economic, tourist, and cultural offerings of the country of Liechtenstein. The word and design combination can be used in horizontal, centered, or vertical variations. Depending on the background, either the white or anthracite version is used. The protection zone of the word and design mark must be observed. As a variation of the basic version, the word and design mark is also available in a colored version designed in the official national colors of red, blue, and yellow. The use of this variation is reviewed in the respective context and is limited to applications where the basic version cannot achieve the necessary impact and visibility.

Super Symbol
In its simplest form, the stylized “L” topped with a prince’s hat serves as the Super Symbol, embodying the country brand. When used on its own, the Super Symbol is applied exclusively by Liechtenstein Marketing in visual or textual contexts associated with the sender “Liechtenstein.”

High-quality products and services from the country demonstrate their commitment to quality and their origin by displaying the Liechtenstein State Brand origin label.

The use of the origin label is subject to binding, verifiable award criteria . The origin label consists of the logo, the description of the product or service (e.g., “Product” or “Innovation”), and the origin designation “Liechtenstein.”

Our language and our vocabulary play a key role in supporting, communicating, and ensuring the long-term success of the Liechtenstein brand and all its values.

A clearly defined, consistent brand language strengthens our competitive edge among the many other economic and tourism regions in Europe.
It also makes it easier for us to use language in our day-to-day work across various media and when communicating with different target groups.